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 Culture: Between consumers and brands
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The empirical data that lies behind this survey comes from field work between 1992 and 1995. This field work represents work I made myself as a sales-man for the company, Malmberg Original Water. The task was to implement the Malmberg mineral water brand on the restaurant market of the South-Swedish area. Our aim was to reach the upper-scale, premium market of restaurants. The mission was successfully completed, and at 1996 we had completed the position as the most exclusively positioned mineral water brand in Skåne (Southernmost Sweden). How could we fulfill this mission so fast, and with a very limited marketing budget (=0)?The secret key was that we managed to work and be in line with the values of our targeted customer group. We lived close to the customers and developed what was in line with their needs. This follows the research of Porter (1980) and Philipson (2011), serving the customer groups´ needs. Despite lack of money and budget from PR and promotion we made a large effort of serving and doing service towards our targeted customers.The thesis also focuses the target group´s importance for the construction of the brand identity. Strategic brand management-literature normally considers the target group taken-for-granted. Consumer research-literature, on the other hand, considers it as something vague and undefined. By applying a perspective of cultural values between the company, the brand and the target group it is possible to qualify the target group more than just refer to it as consumers or customers. The thesis also point to the conclusion not to consider brand identity as an independent entity, but dependent on the customers and the consumers. The consumers give birth to the brand. Finally since the target group is a group that is constantly set in motion, the brand also should reflect and represent change.

Place, publisher, year, edition, pages
2011. , p. 45
Keywords [en]
Customers; Target Group; Culture; Brand; Values; Identity
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-15220OAI: oai:DiVA.org:lnu-15220DiVA, id: diva2:452412
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-10-31 Created: 2011-10-29 Last updated: 2011-10-31Bibliographically approved

Open Access in DiVA

Uppsats(833 kB)677 downloads
File information
File name FULLTEXT01.pdfFile size 833 kBChecksum SHA-512
a7733a78c2ed7954d3c8a991bfe9cc3c2bdbefecca89460c2ef0d1777c49d2f02cea6981ca2a4f1d25901f9ba224b57a8767887121930a53cf5dd05c7076b771
Type fulltextMimetype application/pdf
Framsida(131 kB)98 downloads
File information
File name FULLTEXT02.pdfFile size 131 kBChecksum SHA-512
f59ae4a341c573f476ef4f1a1d9c28cae70f0ce317c6abad3826471ce46aae2dd665ba31a1217a819e50b2743922f5fd9d0593b86d9fd8106ea1a0cd1a6b3b2d
Type fulltextMimetype application/pdf
Baksida(206 kB)87 downloads
File information
File name FULLTEXT03.pdfFile size 206 kBChecksum SHA-512
82d8ea8b71d6bd26e69a34bce76f366ac5a98be1305d9b092438393e958d7ec36363d2892b15d50e9d5f6efffc051f04a8ccc1ec39f9e868a7dc2ee2ab0d94b2
Type fulltextMimetype application/pdf
Matris(16 kB)70 downloads
File information
File name FULLTEXT04.pdfFile size 16 kBChecksum SHA-512
f11108882e43b554635cb2673c0c35f48fcb4017e1526b0932af71fcb9ef32da92d853e0f91dad35c39cc9bc5c668a22dcdee6f06a6f0e4cdb3fb65b71de0962
Type fulltextMimetype application/pdf

By organisation
Linnaeus School of Business and Economics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 932 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: 214 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