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Konsten att positionera sig: En studie om festivalers identitet, positionering och om kunders relation till festivalers märkesidentitet.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to examine what characterizes brand identity and positioning regarding festivals on the current Swedish festival market. In relation to our purpose we are also going to analyze how festival attendees relate to a festivals brand identity. Our research question is as follows:

  • What characterizes festivals brand identity and positioning on the current Swedish festival market?

This study has been written with a qualitative research method and an inductive approach. Our empirical foundation is built on a rich content based on personal interviews. We interviewed in total 17 people who all have vast knowledge in our field of study. Five of our respondents have great knowledge within the festival business while the other 12 are experienced festival attendees. In our final chapter we present our conclusions that we have reached through our analysis of the empirical materials that we have weighed against theoretical framework. The conclusions we have reached are that the festivals are dependent on their core values which is a part of their brand identity, that in turn defines their positioning on the market. Festivals also need to offer added value in order to attract new customer and to maintain their current relationship to their customers.

Place, publisher, year, edition, pages
2015. , 62 p.
Keyword [en]
Brands, brand identity, brand equity, positioning, segmentation, differentiation, customer relations, identity prism, core values, swedish festivals, festivals.
Keyword [sv]
varumärken, märkesidentitet, brand equity, positionering, segmentering, differentiering, kundrelationer, relationer, identitetsprisman, kärnvärden, marknadsföring, festivaler
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-40136OAI: diva2:788343
Subject / course
Business Administration - Marketing
Educational program
Music & Event Management Programme, 180 credits
Available from: 2015-02-13 Created: 2015-02-13 Last updated: 2015-02-13Bibliographically approved

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