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Vikten av en stark varumärkesindentitet inom en förändrad barbransch: En fallstudie på tre utvalda barer i Halmstad
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim with this study was to obtain an increased understanding of how bars work with their

Brand Identity. A theory called Service Brand Identity stood as a framework for this study,

based on all five dimensions. Qualitative data were collected through interviews with

operational managers from three different bars and through observations of both social media

and physical environment within the bars. The results show that all dimensions within

Service Brand Identity played an important part in the creation of a strong Brand Identity.

However, it was observed that the different dimensions can be ranked in order of importance

in a service business.

Place, publisher, year, edition, pages
2017. , 60 p.
Keyword [sv]
Varumärkesidentitet, barer, servicebransch.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-34954OAI: oai:DiVA.org:hh-34954DiVA: diva2:1141246
Subject / course
Business
Educational program
The International Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2017-09-20 Created: 2017-09-14 Last updated: 2017-09-20Bibliographically approved

Open Access in DiVA

fulltext(985 kB)18 downloads
File information
File name FULLTEXT01.pdfFile size 985 kBChecksum SHA-512
b8d2a308654104007cf01c686ac62404e4e8366518dd81660bb3469cd4b4e8f5c7f4aeae0cfea68afcb65934c04dcca3ea9f4bf1fb0ec0c11e47ee89163efbbf
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf