Details

Co-branding och dess effekter på Brand Equity : En fallstudie på samarbetet mellan Prada och LG

by Ask, Marie-Michélle; Robertson, Frida

Abstract (Summary)
This dissertation is a case study on the Co-branding between Prada and LG, ”The Prada phone by LG”. The purpose of the study is to broaden the understanding of Co-branding and the effects this type of collaboration can have on a company’s brand. The research questions are: “What effects can a Co-branding have on a company’s Brand Equity?” and “How can these effects be measured?”. The study has been made using questioners, which have been exposed in diagrams. The sampling frame used is the target group for “The Prada phone by LG”. We decided to construct the questioners by using the four parts of Aakers theory of how to measure Brand Equity. The parts that were relevant for the study were brand loyalty, brand knowledge, perceived quality and brand associations. Through this study we have developed a tool to measure Brand Equity and we have established a, for this study, relevant way to measure the effects of a Co-branding. The result of the study showed that the Co-branding ”The Prada phone by LG” has given positive effects on all four parts of Brand Equity on LG: s brand.
Bibliographical Information:

Advisor:

School:Södertörns högskola

School Location:Sweden

Source Type:Master's Thesis

Keywords:co branding brand equity association perceived quality loyalty awareness effects

ISBN:

Date of Publication:02/12/2008

© 2009 OpenThesis.org. All Rights Reserved.