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Improving Brand Equity with Environmental Sustainability work: A qualitative study in Sweden
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Sustainability is increasing in importance nowadays and Sweden is one of the most sustainability- focused countries in the world. Environmental sustainability is considered to be a key factor for business growth and companies incorporate this aspect in their brand marketing strategies. The purpose of this study is to get a broader understanding of the field of environmental sustainability work in connection to brand equity in Sweden. The main contribution of this study derives from studying how companies work with environmental sustainability to improve brand equity from a company’s perspective in Sweden. A qualitative approach was chosen, which included semi- structured interviews with seven companies that operate in Sweden. This paper develops an analytical model in order to analyse the findings from the interviews. The findings suggest that companies can work with environmental sustainability to improve their brand equity in Sweden by using strategies and practices that fit the company. It is important to consider the local context of Sweden, the market demands and requirements of its stakeholders and adopt a holistic approach in order to improve brand equity. Companies can choose to incorporate environmental sustainability work as an add-on to their brand or base the core of the brand around their work.

Place, publisher, year, edition, pages
2019. , p. 47
Keywords [en]
Environmental sustainability work, environmental sustainability strategies, environmental sustainability practices, brand equity, brand positioning, brand identity, brand image
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:uu:diva-386598OAI: oai:DiVA.org:uu-386598DiVA, id: diva2:1328053
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2019-06-20 Created: 2019-06-20 Last updated: 2019-06-20Bibliographically approved

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Improving Brand Equity with Environmental Sustainability work - Mademlis & Werneborg(907 kB)30 downloads
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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