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Brand Brazil: En studie om brand equity på en emerging market
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Brand Brazil : A study on brand equity in an emerging market (English)
Abstract [en]

Title: 

Brand Brazil – A study on brand equity in an emerging market 

Authors: 

Anders Andersson & Jonathan Karlsson 

Subject: 

Bachelor thesis in marketing, 15 credits 

Keywords: 

Brand equity, Emerging markets, Brand awareness, Brand associations, Perceived quality, Brand loyalty 

Purpose: 

The purpose of this thesis is to gain deeper understanding of how a company operating on an emerging market can work with brand equity, and what benefits it provides to the brand owner. 

Theoretical framework: 

The chapter begins with a description of brand equity to be further decomposed to its four dimensions; brand awareness, brand associations, perceived quality, brand loyalty 

Methodology: 

A qualitative research method with a deductive approach is conducted, where interviews with Brand/Marketing coordinators for the Brazilian subsidiaries of Volkswagen, Toyota and General Motors, are performed. 

Empirical framework: 

The chapter presents performed interviews that are supposed to describe our case studies’ work and benefits from brand equity. 

Conclusion: 

This study shows that companies operating on an emerging market are working actively with brand equity, often in accordance with theory. The companies also experience positive effects from increased brand equity.

Abstract [sv]

Titel: 

Brand Brazil – En studie om brand equity på en emerging market 

Författare: 

Anders Andersson & Jonathan Karlsson 

Ämne: 

Kandidatuppsats i marknadsföring, 15 hp 

Nyckelord: 

Brand equity, Emerging markets, Märkeskännedom, Märkesassociationer, Upplevd kvalitet, Märkeslojalitet 

Syfte: 

Syftet med uppsatsen är att få ökad förståelse för hur företag verksamma på en emerging market kan arbeta med brand equity, samt vilken nytta det ger varumärkesinnehavaren. 

Teoretisk referensram: 

Kapitlet inleds med en beskrivning av brand equity för att sedan brytas ner i de fyra dimensionerna; märkeskännedom, märkesassociationer, upplevd kvalitet och märkeslojalitet. 

Metod: 

En kvalitativ studie med deduktiv ansats där Brand/Marketing coordinators för de brasilianska dotterbolagen till Volkswagen, Toyota och General Motors är intervjuade. 

Empiri: 

I empirikapitlet presenteras genomförda intervjuer vilka är tänkta att beskriva respektive fallföretags arbete och nytta av brand equity. 

Slutsatser: 

I denna undersökning framgår att företag verksamma på en emerging market arbetar aktivt med brand equity, ofta i enlighet med teori. Dessutom upplever företagen positiva effekter av ökad brand equity. 

Place, publisher, year, edition, pages
2013. , 57 p.
Keyword [sv]
Brand equity, Emerging markets, Märkeskännedom, Märkesassociationer, Upplevd kvalitet, Märkeslojalitet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-23175OAI: oai:DiVA.org:hh-23175DiVA: diva2:634159
Subject / course
Marketing
Supervisors
Examiners
Available from: 2013-08-02 Created: 2013-06-28 Last updated: 2013-08-02Bibliographically approved

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