Varumärkesbyggande genom marknadskommunikation: En fallstudie av varumärket Hollister
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization.
Place, publisher, year, edition, pages
2011. , 47 p.
brand building, brand image, fashion marketing, marketing communication, store atmospherics, word-of-mouth
IdentifiersURN: urn:nbn:se:sh:diva-14934OAI: oai:DiVA.org:sh-14934DiVA: diva2:482878
Subject / course
UppsokSocial and Behavioural Science, Law
Borg, Erik, Professor
Vigerland, Lars, Högskolelektor