Att bygga ett framgångsrikt varumärke : En fallstudie av H&M
The purpose of this paper is to examine how to build a strong brand. To answer this question the authors have chosen to examine H&M, because they have built such a strong and famous brand. Which characteristics are the most important? Further on, the authors also want to examine which picture H&M mediates to the surrounding world and see if it agrees with the costumer’s ideasThe paper is based on a survey of 120 people with different age, from approximately 20 – 40 years old. The respondents are of different sex but the majority are women. All respondents are located in Stockholm and they are all costumers at the clothing company H&M. The respondents had to answer different questions about which characteristics where most important when making the choice of buying clothes from H&M. They also had to explain how they understand the H&M brand. The purpose of this is to get to know which picture the customer’s have about H&M and its brand.The authors have with help of some theories that concern brand research analysed the result from different data. According to the survey H&M seem to mediate their message in a good way, as the customers seem to understand the message. In other words, both pictures agree with each other, but with a little exception. The respondents seem to have a positive picture about H&M and its brand, as everybody wanted to continue being costumers at H&M even in the future.
Source Type:Master's Thesis
Keywords:brand h m costumers and image
Date of Publication:02/15/2007