Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Brand consistency: A case study of Stadium
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2011 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

A brand has to communicate to its customers in a consistent way to achieve a strong position and to distinguish from competitors on today’s market. Many companies operate and offer their products and services on the current market in physical and virtual environments. Therefore the issue to communicate in a consistent appearance within all channels is an increasing challenge. This thesis work studies the matter of how companies are working with brand consistency in their business in physical and virtual environments. This was done to analyze the consequences of the problem when a brand is inconsistent in its messages to the customer and in its operations. For this work the qualitative research method and a case study have been chosen. The case study includes observations of three physical Stadium stores, located in the centre of Gothenburg, Sweden and Stadium’s website. This was chosen to analyze this matter in real life in both environments. The theoretical framework consists of two main areas: These are branding and relationship marketing, which support this research. Brand includes the theories of brand identity and brand image, and relationship marketing comprises the theories of customer loyalty, brand communities and additional value. These areas have been used throughout the whole work as tools to research the issue of brand consistency. The empirical data has also been recorded according to these areas. As the conclusion, the findings of the thesis work have shown that brand consistency builds an important part in a company’s communication channels. For the case of Stadium it can be stated that it has positive approaches in working with brand consistency but also points out parts that are lacking and indicating inconsistency.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2011.
Series
Magisteruppsats ; 2011.13.7
Keywords [en]
brand consistency, branding, brand identity, brand image, relationship marketing, customer loyalty, brand communities, additional value, retail, sports chain
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-20731Local ID: 2320/8969OAI: oai:DiVA.org:hb-20731DiVA, id: diva2:1312665
Note
Program: Magisterutbildning i Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30

Open Access in DiVA

fulltext(4724 kB)186 downloads
File information
File name FULLTEXT01.pdfFile size 4724 kBChecksum SHA-512
6c9fe65ae27415f97f40ac6eab1ecd9b3e32a806ff36a0a4ec99edddd0fb9d3467d19937f1731035961cbd1ba7682749081f93244091f808d143ad2ec333fe6f
Type fulltextMimetype application/pdf

By organisation
Swedish School of Textiles
Design

Search outside of DiVA

GoogleGoogle Scholar
Total: 186 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 18 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf