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Standardize or Adapt? Building a Successful Brand in the Fashion Industry: A Case Study of the Swedish Fashion Company Hunky Dory AB
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.
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The brand building process is investigated by looking at the strategy of a small to medium-sized fashion company, Hunky Dory AB. According to the model presented in this thesis, the brand building process consists of five stages; product attributes, brand identity, positioning, marketing communication, and distribution. These stages are investigated separately to see whether standardization, adaptation, or a contingency approach is used at each stage. It is found that Hunky Dory mainly standardize, or aim to standardize, the stages in their strategic brand building process across international markets. However, adaptation is to some extent necessary or inevitable in the stages product attributes, marketing communications and distribution. The only exception is a variable in distribution, the choice of stores, which is adapted to what suits the local market. In conclusion, Hunky Dory pursue a mix of standardization and adaptation, which supports the contingency perspective.

Place, publisher, year, edition, pages
2011. , p. 39
Keywords [en]
brand building, standardization, adaptation, contingency perspective, Hunky Dory AB
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-155418OAI: oai:DiVA.org:uu-155418DiVA, id: diva2:426320
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2011-06-26 Created: 2011-06-22 Last updated: 2011-06-26Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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More languages
Output format
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