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Corporate rebranding inom dynamiska marknader: En komparativ studie i telekombranschen
Linköping University, Department of Management and Engineering, Business Administration.
Linköping University, Department of Management and Engineering, Business Administration.
2012 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Corporate rebranding in high-velocity markets : A comparative study in the telecommunication industry (English)
Abstract [sv]

Bakgrund: Corporate rebranding är ett relativt nytt fenomen som innebär att ett företag väljer att omdefiniera sitt varumärke på grund av förändringar inom företaget eller omgivningen. Men det är fortfarande relativt ostuderat och ingen studie behandlar den eventuella kopplingen med en dynamisk marknad.

Syfte: Syftet med denna studie är att skapa en förståelse för hur fenomenet corporate rebranding fungerar inom en dynamisk marknad, där vi valt att utgå från telekombranschen som exempelmarknad.

Metod: Studien har en hermeneutisk ansats med ett deduktivt angreppssätt för kopplingen mellan teori och empiri. Studien har vidare använt sig av en komparativ design med fallstudieinslag utifrån en kvalitativ strategi.

Referensram: Referensramen består av teorier om dynamiska marknader som leder in till globalisering, lokalisering samt glokalisering. Därefter definieras varumärke med respektive underliggande teorier och avslutningsvis corporate rebranding.

Slutsats: Den dynamiska marknaden har gett upphov till ett stort antal rebranding-processer inom branschen, där tre strategier för att hantera ett nytt globalt varumärke har identifierats. Slutligen har varumärkets roll inom branschen blivit av en mer dynamisk karaktär där syftet är att ha ett varumärke som är mest lämpat för de förändringar som skett inom såväl den interna som externa miljön.

Abstract [en]

Background: Corporate Rebranding is relatively new phenomenon where a firm decides to redefine their brand due to changes within the company or the environment. But the amount of literature on the subject is lacking, and so far no one has studied the potential connection to a high-velocity environment.

Purpose: The purpose of the study is to create an understanding of how Corporate Rebranding interacts with a high-velocity market by using the telecommunications industry.

Methodology: The study was a hermeneutic endeavour with a deductive approach in linking theory and empirical evidence. In addition, a comparative case study using qualitative methods was performed.

Theory: This chapter consists of theories on dynamic markets as well as glocalization, localization and globalization. This is followed by a definition of branding and finally Corporate Rebranding.

Conclusion: The high-velocity market has been the root of numerous cases of rebranding and we have identified three different strategies for handling the adaptation to a new global brand. Finally, the role of the brand within the market has taken on a more dynamic role, where the purpose is to create a brand better suited for the changes in the internal as well as the external environment.

Place, publisher, year, edition, pages
2012. , 99 p.
Keyword [en]
Brand management, corporate rebranding, rebranding, brand identity, brand equity, contingency theory
Keyword [sv]
Brand management, corporate rebranding, rebranding, brand identity, brand equity, contingency theory
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-79186ISRN: LIU-IEI-FIL-A--12/01210—SEOAI: oai:DiVA.org:liu-79186DiVA: diva2:539009
Subject / course
Master Thesis in Business Administration (Magisteruppsats i Företagsekonomi)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-09-14 Created: 2012-07-02 Last updated: 2012-09-14Bibliographically approved

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CiteExportLink to record
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