hh.sePublications
Change search
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
BRANDS, CUSTOMERS AND PRODUCTS - FINDING THE OPTIMAL SOLUTION WHEN INCLUDING A NEW PRODUCT TO A WELL-KNOWN BRAND
Halmstad University, School of Business and Engineering (SET).
2008 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

The aim of this thesis is to define the optimal branding strategy for a new product; the InSure FIT Test; into an existing company with a well-known brand; HemoCue AB. This product will be the first in a row of new products that HemoCue will distribute, that has not been developed and manufactured by the company.

Design management refers to an approach whereby organizations make design-relevant decisions in a market and customer-oriented way as well as optimizing design-relevant processes. The thesis uses a design management approach by analyzing the brand, defining the customer and their wants and needs, and identifying the added values of the product.

The brand is analyzed first, and three different branding alternatives are presented, namely brand extension, co-branding and distribution only. Face-to-face interviews are performed with both internal and external customers of HemoCue AB to understand their image of the company. The customers’ images are compared to the identity that the company wants to transmit. After this the customers of the InSure products are identified, and Persona for the different customers are created. The creation of persona enables us to understand the users’ wants and needs. Last the InSure product is analyzed, identifying how it fits into the Mission, Vision and other statements that HemoCue makes.

From the information gathered SWOT analyses are performed on each branding alternative. The most important criterion are weighted and the branding alternatives are weighted in regards to the branding alternatives. The conclusion is made that the co-branding alternative is the optimal branding solution for the HemoCue company, as well as providing several benefits for the InSure product. This suggested branding solution may also be useable for the future portfolio extensions in the HemoCue and Quest Diagnostic companies.

Place, publisher, year, edition, pages
Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET) , 2008.
Keywords [en]
design management, brands
Identifiers
URN: urn:nbn:se:hh:diva-1104Local ID: 2082/1483OAI: oai:DiVA.org:hh-1104DiVA, id: diva2:238322
Uppsok
Technology
Available from: 2008-02-07 Created: 2008-02-07 Last updated: 2008-02-07

Open Access in DiVA

fulltext(491 kB)710 downloads
File information
File name FULLTEXT01.pdfFile size 491 kBChecksum MD5
bdd882ed0c567a1883ca70954a50305859838d7e54a8e806d5bba8ab6dc5e3f6408b41cc8f3f9da1b9c07abb396fc31d671498b7d0af993ba4ea0a3e8ca5968957657a896f6816706189f76c9cd40c65
Type fulltextMimetype application/pdf

By organisation
School of Business and Engineering (SET)

Search outside of DiVA

GoogleGoogle Scholar
Total: 710 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 551 hits
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