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International brand management: building brands and going international with small financial resources: a case study of the Swedish fashion industry
2008 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

With globalization, boundaries between countries are wiped out and this is making it easier for companies to internationalize. Therefore today, it is no longer only big financially strong companies that go international. This phenomenon can be seen in the Swedish fashion industry where companies with small financial resources are becoming global. The brand is today more important than previously and this is especially true for the global fashion industry where marketers market the brand rather than the traditional products. Extensive previous research exists on the concepts of brand identity and internationalization. However, there is little research on the connection between the two of them and close to none on their relationship to small financial resources. In this thesis the relationship between brand identity, internationalization and small financial resources is studied through two cases in the fashion industry. The empirical data was gathered through interviews with Merde! and Odd Molly, two Swedish companies. The results from this study indicate that in a fashion company’s internationalization process, brand identity is of importance. The findings further imply that small financial resources do not have a negative effect on the brand identity creation process. However, this research indicates that small financial resources affect the ways through which a company internationalizes its brand. The study further indicate that Swedish fashion companies have to internationalize their brand in order to survive. The authors of this thesis conclude that for a fashion company, the brand identity determines the make or break of an international opportunity.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Brand, brand identity, brand management, PCDL model, internationalization, modes of entry, small financial, resources, fashion industry, Odd Molly, Merde
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-47414ISRN: LTU-CUPP--08/239--SELocal ID: 4f5540b9-96b1-41aa-a15c-f04acafcd173OAI: diva2:1020736
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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