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Spraying a New Trend: Exploring Branding Strategies Through the Volvo LifePaint Campaign
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: The authors tentatively believe they have identified a new trend within branding, where an established brand launches a new and innovative product that is somehow related to the brand’s core values, interactively through a complementary marketing communication video. Support for the relevance to further investigate the identified trend can be found in academic literature. Due to today’s competitive marketplace, several researchers emphasize the importance to further explore and evaluate creative customer-based brand equity-building strategies.

Purpose: The purpose of this thesis is to explore the identified trend and whether this identified trend can assist in building customer- based brand equity. The authors of this thesis use the Volvo LifePaint campaign as a case for the study. The research questions concerns what associations consumers make to the launched product when being exposed to its complementary marketing communication video, and whether these associations are transferable to the brand.

Method: The method of this research was qualitative and the primary data collection was collected through 10 semi-structured interviews, as well as observations through netnography.

Conclusion: Based on the findings from the case study, the authors conclude that the identified trend may serve as a creative branding strategy for an established brand, to assist in building customer-based brand equity. However, the authors noticed that unfavorable associations also may be created and transferred, which potentially can harm the brand. 

Place, publisher, year, edition, pages
2016. , 47 p.
Keyword [en]
Branding, Customer-based brand equity, leveraging secondary associations
National Category
Social Sciences Economics and Business
URN: urn:nbn:se:hj:diva-30640ISRN: JU-IHH-FÖA-1-20160235OAI: diva2:939344
Subject / course
IHH, Business Administration
2016-05-31, 11:18 (English)
Available from: 2016-06-20 Created: 2016-06-19 Last updated: 2016-06-20Bibliographically approved

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