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Produktutveckling genom märkesutvidgning- hur Abecita kan nå en yngre målgrupp
University of Borås, Swedish School of Textiles.
2014 (Swedish)Independent thesis Basic level (university diploma)Student thesis
Abstract [sv]

B-uppsatsens syfte är att analysera hur Abecita genom en märkesutvidgning kan utvecklas för att nå ett nytt segment som skall utgöras av den unga trendiga kvinnan. Litteratur kring redan existerande uppbyggnad av varumärkens identitet och image har studerats för att efter ovan nämnda riktlinjer kunna presentera den unga trendiga kvinnan hos Abecita. Sortimentanalyser och trendanalyser av material och snitt som skulle kunna användas i underkläder för att attrahera en mer ungdomlig målgrupp ligger också till grund för produktutvecklingen. Engelsk titel: Product development through brand extension- how Abecita can reach a younger target group Engelska nyckelord: product development, brand extension, line extension, product segment, underwear Sammanfattning på engelska: The essay aims to analyse how Abecita through a brand extension can be developed to reach into a new target market that will consist of the young trendy woman. In order to theoretically design a new market, literature on existing brand image and identity have been studied in order to find the young trendy woman at Abecita. Analysis of collections and trend analysis of materials and cuts that could be used in lingerie to attract a more youthful target group have also been used to underpin the product development.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2014.
Series
Högskoleuppsats ; 2013.10.14
Keywords [en]
produktutveckling, produktsegment
Keywords [sv]
märkesutvidgning, linjeutvidgning, underkläder
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-17706Local ID: 2320/13603OAI: oai:DiVA.org:hb-17706DiVA, id: diva2:1309617
Note
Program: Textil produktutveckling och entreprenörskapAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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