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VoIP branding: How to bridge the gaps between your brand identity and brand equity: A corporate-consumer perspective with Rebtel Networks AB
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

A hi-tech company often focuses on being innovative by providing product offerings as product leader, fast follower or with operational excellence. In the international calling sector the technological solutions are numerous. The providers are, for instance, normal telecom providers, Voice over Internet Protocol (VoIP) and Mobile virtual network operators (MVNO). This means that a company faces not only the competitors that offer the same solution but also from outside the company’s business sector. The company thus needs to tackle many challenges, such as fast-paced product development, market expansion, competitor volatility, at the same time as the company cultivates its brand assets.

This study focuses on the branding strategy within the VoIP telecom sector. It aims to set a guideline for how companies, in particular in the VoIP telecom sectors, cultivate and enhance their brand identity in order to differentiate themselves from competitors as well as achieve a successful and sustainable level of brand equity. The thesis also studies the brand strategies that have already manifested themselves within the providers of international calling services, in particular VoIP providers and a couple of MVNO providers. By conducting the brand identity and brand equity analysis, customer analysis and competitors’ analysis, a company can make a decision on brand strategy that will further associate, differentiate, energize and support its brands.

The research framework consists of both the corporate and consumer perspectives. It consists of brand theory, market research, competitor analysis and the company’s brand identity, as well as brand awareness analysis. The thesis presents the Swedish VoIP consumers’ behavior and trends, the guideline and case study on how a company bridges the gap between brand identity and brand equity as well as the guideline and case study of brand portfolio strategies that have been explored within the VoIP telecom sectors, i.e. VoIP branding.

Place, publisher, year, edition, pages
2012. , 128 p.
Examensarbete INDEK, 2012:10
Keyword [en]
brand identity, brand awareness, branding in hi-tech environment, market complexity, VoIP branding, MVNO branding, corporate base perspective, consumer base perspective, market research
Keyword [sv]
VoIP, MVNO, varumärkesidentitet, varumärkeshantering, marknadsundersökning
National Category
Business Administration Engineering and Technology
URN: urn:nbn:se:kth:diva-90935OAI: diva2:507751
Subject / course
Industrial Economics and Management
Educational program
Master of Science - Industrial Engineering and Management
Available from: 2012-03-06 Created: 2012-03-05 Last updated: 2014-09-30Bibliographically approved

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