Hur arbetar charterföretagen för att stärka sitt varumärke?
Purpose: The purpose with this study is to evaluate how leading companies in the “charter branch” create brand equity and associations related to the brand.Methodology: To test the anticipated model in the context of how charter companies work to establish a stronger brand, the authors use data collected from different literature sources and empirical findings.Findings: The results underline the importance of always finding new methods to establish a strong brand, and the value for service companies have to find their own place on a competitive market.Research limitations: We choose to limit our study by choosing two different charter companies, this choice made it able for us to get deeper understanding to our purpose. The two companies that we choose to investigate where: Apollo and Ving. The reason was because these two companies are market leaders and they have managed to create a strong brand.
School:Högskolan i Gävle
Source Type:Master's Thesis
Keywords:brand equity core value of services identity positioning market communication internal loyalty associations
Date of Publication:06/10/2008