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Varumärkets image inom secondhand och välgörenhet: En fallstudie av Erikshjälpen
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Brand image of Secondhand and Charity : A study of Erik's Development Partner (English)
Abstract [sv]

Uppsatsens syfte är att analysera och klargåra kundens bild av varumärket Erikshjälpen, klargöra organisations identitet och hur man inom organisationen vill att varumärket ska uppfattas på marknaden. En ambition är att analysera butiken som en marknadsföringskanal. Empirimaterialet har samlats in genom personliga intervjuer med respondenter som har direkt koppling till Erikshjälpen samt fokusgruppsintervjuer bland kunderna i fyra butiker. De slutsatser jag har kommit fram till har baserats på de tendenser som visat sig tydligt i min analys. Då jag inte haft för avsikt att generalisera är detta ett sätt att lyfta fram återkommande påstående från respondenterna. Under uppsatsens gång har det visat sig att ett varumärke har olika författare och som varumärkesinnehavare är det viktigt att vara den som styr, annars blir varumärkets image något annat än vad den ursprungliga tanken var. Det blev också tydligt att butiken har en viktig roll för varumärket som kommunikationskanal både i sin funktionalitet men också emotionellt genom den upplevelse den skapar mot kunden.

Abstract [en]

To create a strong brand, it is important to continually evaluate the relationship between identity and image. In this thesis, I have investigated what the charitable organization, Erik's Development Partner intends to communicate with their brand (referred to as identity) and how their customers interpret the brand (referred to as image). The purpose was to analyze differences and similarities between identity and image focusing on customers at Erik's Second Hand Stores as a marketing environment. The theoretical framework regards theories such as the different authors of brand development, an exploration of the brand identity - brand image linkage, the relationship marketing process, and the impact of physical surroundings on customers and employees. The study demonstrates both differences and similarities between the identity and image. It became evident that a brand develops through its many different authors and that it is important for the owner to control communications, otherwise the brand image will become something other than what was originally meant to be. It also became clear that secondhand stores have an important role in brand communication, both through their functionality but also emotionally, providing customers with a positive shopping experience.

Place, publisher, year, edition, pages
2012. , 61 p.
Keyword [en]
Brand image, Brand identity, Servicelandscape, Charity, Secondhand
Keyword [sv]
Varumärken, Varumärkesimage, Servicelandskapet, Välgörenhet, Secondhand
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:lnu:diva-18020OAI: oai:DiVA.org:lnu-18020DiVA: diva2:510074
Subject / course
Business Administration - Marketing
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-03-20 Created: 2012-03-14 Last updated: 2015-04-13Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Output format
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