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  • 1.
    Rilling, Teresa
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    Varumärkets image inom secondhand och välgörenhet: En fallstudie av Erikshjälpen2012Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    To create a strong brand, it is important to continually evaluate the relationship between identity and image. In this thesis, I have investigated what the charitable organization, Erik's Development Partner intends to communicate with their brand (referred to as identity) and how their customers interpret the brand (referred to as image). The purpose was to analyze differences and similarities between identity and image focusing on customers at Erik's Second Hand Stores as a marketing environment. The theoretical framework regards theories such as the different authors of brand development, an exploration of the brand identity - brand image linkage, the relationship marketing process, and the impact of physical surroundings on customers and employees. The study demonstrates both differences and similarities between the identity and image. It became evident that a brand develops through its many different authors and that it is important for the owner to control communications, otherwise the brand image will become something other than what was originally meant to be. It also became clear that secondhand stores have an important role in brand communication, both through their functionality but also emotionally, providing customers with a positive shopping experience.

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