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Branding in pole position: En kvalitativ fallstudie av branding inom business-to-business på den svenska säkerhetsmarknaden.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [sv]

Frågeställning: Hur bör ett företag i säkerhetsbranschen som verkar på en mogen businessto-business marknad agera för att skapa ett nytt starkt varumärke med hjälp av branding?

Syfte: Syftet med rapporten är att analysera vikten av branding och betydelsen av att utformaett starkt varumärke inom business-to-business i säkerhetsbranschen. Rapporten syftar äventill att identifiera strategiska rekommendationer som G4S bör ha i åtanke vid skapandet av sitt nya varumärke.

Metod: En fallstudie med induktiv ansats och kvalitativ forskningsmetod har använts vid undersökningen. Datainsamlingen har skett via intervjuer.

Resultat, slutsatser: Undersökningen påvisar att branding inom business-to-business är viktigt då vi finner flera aspekter som tyder på att full rationalitet inte verkar på denna marknad. Slutsatser om hur företag på business-to-business marknaden bör arbeta med branding har dragits utifrån ett antal begrepp som vi identifierat.

Abstract [en]

Research question: How should a company in the security industry, that operates in a mature business-to-business market act to create a new strong brand using branding?

Purpose: The report aims to analyze the importance of branding and the importance of designing a strong brand in business-to-business in the security industry. The report also seeks to identify strategic recommendations that G4S should keep in mind when creating their new brand.

Methods: A case study with an inductive approach and qualitative research method has been used for this survey. Data has been collected through interviews.

Results, conclusions: The survey shows that branding in business-to-business is important as we find several aspects that suggest that full rationality is not present in this market.Conclusions about how companies in business-to-business markets should work with branding has been drawn from a number of concepts that we have identified.

Place, publisher, year, edition, pages
2015. , 111 p.
Keyword [en]
Business-to-business, branding, rebranding, brandname, logotype, corporate identity, corporate brandvision, value proposition, corporate image, relationship-building, differentiation, CSR.
Keyword [sv]
Business-to-business, branding, rebranding, varumärkesnamn, logotyp, identitet, varumärkesvision, värdeproposition, image, relationsskapande, differentiering, CSR.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-56367OAI: oai:DiVA.org:lnu-56367DiVA: diva2:958040
External cooperation
G4S
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, 240 credits
Supervisors
Examiners
Available from: 2016-09-06 Created: 2016-09-05 Last updated: 2016-09-06Bibliographically approved

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