Varumärkesidentitet och image ur ett nationellt och ett internationellt perspektiv

by Wagman, Rickard; Busznyák, Karolina

This is a case study, with Axcent of Scandinavia as the object of study. The study concerns the marketing policy, branding and image of the company’s sales of wrist watches. The main purpose of the study is to compare the company’s desired image with the image experienced by the consumers in Sweden as well as internationally.The authors applied a random selection for the sample used in the survey. An interview was carried out with Chief Operating Officer of Axcent of Scandinavia, Liisa Männistö, to add to the information collected and to describe the company’s desired image.The results from the survey and the ?2 -test showed that there was congruence between the desired image and experienced image in Sweden, but dissonance between them internationally. Fishers exact test supports these results.Conclusions: Axcent of Scandinavia’s communication in the international market has been victim of noise, which has disturbed the desired image.