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You get what you pay for: Improved brand equity through rebranding
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The purpose was to investigate how the retailer ICA could transfer its brand equity when rebranding its low price private label product Euroshopper. The study also had the intention to look at the outcome of the rebranding process through examining how customers’ brand perception and their behavior was influenced by the rebranding. What made it interesting to conduct this study was that there has been a lack in research that considers rebranding and the role of brand equity in such a process. Brand equity is a very important asset for companies, since it creates value for the customers that they use as information base when making decisions. A quantitative survey was conducted and the conclusion from it is that strong brand equity can be transferred to a product that once had a negative image and that perception can be replaced by a stronger brand image.

Place, publisher, year, edition, pages
2012. , p. 88
Keyword [en]
brand, brand equity, rebranding, private label brand, PLB, ICA, Euroshopper, ICA Basic
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-179879OAI: oai:DiVA.org:uu-179879DiVA: diva2:546965
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-09-03 Created: 2012-08-26 Last updated: 2012-09-03Bibliographically approved

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bordas&fägersten(1748 kB)700 downloads
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CiteExportLink to record
Permanent link

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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
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  • asciidoc
  • rtf