You are who you wear?: En kvantitativ studie om varumärkesidentitet och varumärkesimage
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers.
The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to measure brand identity and brand image and gap in between them.
The study presents three central theories; Profile, Image and Identity, Brand Equity and The Corporate Personality Scale. The first two gives a background to the concept of the words. The Corporate Personality Scale was created and designed to assess image and identity and the gaps in between them.
The results showed that there were gaps in between the brand identity and the brand image in all three of the selected companies. However there were also signs of coherence between them.
The companies succeeded in some part, in their trying to convey the identity of their trademarks to the consumers. There were both clear gaps and clear coherence between Brand Identity and Brand Image. In some cases the image was graded higher than the identity and vice versa.
Place, publisher, year, edition, pages
2015. , 77 p.
Brand Image, Brand Identity, Brands, Brand Equity, Brand Associations, Brand Personality
IdentifiersURN: urn:nbn:se:sh:diva-29520OAI: oai:DiVA.org:sh-29520DiVA: diva2:903433
Subject / course
UppsokSocial and Behavioural Science, Law
Fernholm, Johanna, Högskolelektor
Vigerland, Lars, Högskolelektor