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Hur stärks ett företags varumärke genom sponsring?: Rosa Bandet kampanjen
Södertörn University College, School of Business Studies, Business studies.
Södertörn University College, School of Business Studies, Business studies.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Syftet med studien är att analysera och undersöka hur ett företags varumärke stärks genom sponsring samt på vilket sätt. Vi kommer även att göra en jämförelse mellan huvudsponsorer och mindre sponsorer.Metod: Vi har använt oss av en kvalitativ metod, det vill säga intervjuer. Vi har intervjuat en sponsoransvarig från de tre sponsorerna vi har valt samt en representant från Rosa Bandet kampanjen.Resultat och slutsats:Ett företags varumärke stärks genom sponsring beroende på vilka förutsättningar företagen har. Med det menas alltså samarbetets styrka mellan sponsorgivare och sponsortagare. Ju mer en sponsor bidrar med, desto mer utrymme får den hos sponsortagaren och därmed stärks varumärket mer. Graden på styrkan beror på hur välanpassad varumärket är inom A-ERIK modellen.

Abstract [en]

Purpose: The purpose of this study is to analyze and investigate how a company’s brand is strengthened by the sponsorship and in which way. We will also make a comparison between a main sponsor and smaller sponsors.Method: We have used a qualitative method, i.e. interviews. We interviewed a sponsor charge by the three sponsors, we have chosen and a representative from the Pink Ribbon Campaign.Results and Conclusion: A company’s brand is strengthened by the sponsorship depending on what conditions the companies have. This means the strength of cooperation between donors and sponsor takers have. The more a sponsor helps the more space it takes, thus strengthening the brand more. The degree of strength depends on how appropriate the brand is in the A-ERIC model.

Place, publisher, year, edition, pages
2009. , 41 p.
Keyword [sv]
Varumärke, sponsring, Rosa Bandet, A-ERIK modellen
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-12391OAI: oai:DiVA.org:sh-12391DiVA: diva2:450588
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-10-26 Created: 2011-10-21 Last updated: 2011-10-26Bibliographically approved

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