Varumärkesbyggande processer

by Wiig, Veronika; Granath, Julia

Abstract (Summary)

Due to the globalization and the changes in the market, companies have now realized the importance of a strong brand. This has led to the phenomena outsourcing. The relation between the branding consultant and his or her client has changed. Earlier the consultants worked as a single unit and were given a task to independently accomplish the assignment. Today there has to be co-operation between the two parties. The intention of the essay is to analyze and evaluate the different aspects of the co-operation and to find a correlation between branding and co-operation through variables that can influence an operating co-operation between the consultant and his client. The study has been conducted in two phases. In the first phase three branding consultants and their clients have been interviewed qualitatively. To be able to see the outcome of the co-operating branding process, the target group for each client was interviewed quantitatively in the second phase. The problem question that the essay intended to answer was as follows; Witch factors are important in creating an operating cooperation between the branding-consultant and his client during the branding-process to be able to sustain endurance in the long-term? The answer to the question is presented in the following text. There has to be a thorough and up-to-date research to create a thoroughgoing branding platform. It is also of importance that the parties communicate, speak the same language and have a common vision. If the decision maker is closely involved in the everyday work, the branding process will be successful. It is also important to involve the entire organization from the starting point of the project. It shows that traditional and slow moving companies are facing intern resistance to changes and that they have a hard time coping with outsourcing. A functioning co-operation during a branding process leads to a strong brand which creates high involved customers and a sustained endurance in the long-term.

Bibliographical Information:


School:Södertörns högskola

School Location:Sweden

Source Type:Master's Thesis

Keywords:business studies företagsekonomi


Date of Publication:01/01/2009

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