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
Rebranding med företagsarvet i beaktning: en balansgång mellan tradition och innovation
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Rebranding with the brand heritage in consideration : The balancing act between tradition and innovation (English)
Abstract [sv]

I den allt mer föränderliga modeindustrin blir det vanligare att företag väljer att rebranda sig för att upprätthålla relevans på marknaden. Rebranding kan innebära allt från subtila visuella förändringar till mer omfattande processer som att ändra en hel företagsstrategi. Syftet med rebranding är att öka brand equity men resultatet kan bli det motsatta om processen inte utförs på rätt sätt. Eton är ett svenskt marknadsledande skjortföretag som grundades 1928 i Gånghester utanför Borås. I denna studie undersöks hur Eton genom rebranding har lyckats hålla sig relevanta samtidigt som dem tagit vara på sitt arv. Syftet med denna studie är att undersöka relationen mellan brand heritage och rebranding på Eton.

Resultatet visar att anledningar som ligger till grund för Etons framgång är att de jobbar med intern utbildning, värnar om kärnvärden och aldrig kompromissar med skjortans kvalitet. Det råder en vedertagen intern uppfattning om hur mycket Eton har att berätta om sin historia, dock visar studien att brand heritage är något som företaget bör kommunicera utåt på ett bättre sätt. Studien visar att rebranding har påverkat Etons brand heritage.

I denna fallstudie har data samlats in genom semistrukturerade intervjuer som har genomförts med nyckelpersoner på Eton. Datamaterialet har bearbetats genom en induktiv tematisk analys. I det teoretiska ramverket beskrivs modeller angående modecykeln, brand heritage inverkan på köpintentioner och skillnaden mellan evolutionär och revolutionär rebranding. Dessa sätts i relation till resultatet i diskussionen.

Abstract [en]

In the ever changing fashion industry, rebranding is becoming a common strategy for companies to stay relevant. A rebranding process can consist of everything from subtle visual changes to more extensive processes as in changing a corporate strategy. The purpose of rebranding is to increase the brand equity, however if the processes isn’t executed properly it may have the opposite effect. Eton is a Swedish fashion brand that specializes in shirtmaking, they were founded in 1928 in Gånghester outside of Borås. This study examines how they have maintained their relevance on the market through rebranding without disregarding their brand heritage. The purpose of the study is to investigate the relationship between rebranding and brand heritage at Eton.

The result shows that Etons attention to detail, internal education and their commitment to the core values are the key factors to their success. There is an internal well established understanding of the rich history of the brand, however the study shows that Eton could communicate this more effectively to external stakeholders. This study shows that rebranding has affected Etons brand heritage.

In this case study, data has been collected through semi-structured that has taken place with representatives with management positions of Eton. The data material has been processed by inductive thematic analysis. The theoretical framework describes different models regarding the fashion cycle, the effect of brand heritage on purchasing intentions and the difference between evolutionary and revolutionary rebranding. In the discussion the relationship between these factors are investigated.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Rebranding, brand heritage, brand identity, tradition, innovation
Keywords [sv]
Rebranding, brand heritage, varumärkesidentitet, tradition, innovation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-21988OAI: oai:DiVA.org:hb-21988DiVA, id: diva2:1369369
Subject / course
Business Administration
Available from: 2019-11-12 Created: 2019-11-11 Last updated: 2019-11-12Bibliographically approved

Open Access in DiVA

fulltext(760 kB)6 downloads
File information
File name FULLTEXT01.pdfFile size 760 kBChecksum SHA-512
054ee8229b749429000982e0b57845cf108eeda5e71c8f92910aff2a8b892f4a55b0fd783dfce1f3b644b01118bd29c3c56fe546bde9ad4ffafe34e0a84eff92
Type fulltextMimetype application/pdf

By organisation
Faculty of Textiles, Engineering and Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 6 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: 16 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