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Managing a brand: a case study of Åbro bryggeri
2003 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The present harsh business climate has forced companies to consider branding efforts, in order to stay competitive. The gap between main and small actors on the market is increasing, which makes it crucial for weaker brands to develop an effective branding strategy. The aim of this thesis is to provide a better understanding of how to manage a brand. Our research explores, describes and tries to explain the objectives of managing a brand, how the branding strategy can be described and what people that are involved in managing the brand. We have conducted a case study on Åbro Bryggeri and data was primarily collected through a telephone interview. Our findings show that the main objectives regarding managing a brand are related to increasing profit and achieving awareness on the market. On the subject of branding strategy, several steps are considered, which initiate from a documented brand vision. Furthermore, we have found that it is important that the entire organization is involved in the branding efforts and that it is essential to make decisions regarding the brand at top management level. Finally, implications for managers, theory, and future research are provided.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Marketing, branding, brand, branding strategy, brand, manager, Swedish beer industry
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-50848ISRN: LTU-SHU-EX--03/134--SELocal ID: 8120cc75-1cfb-48f4-8f13-b91e71cc4abfOAI: diva2:1024211
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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