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Brand management as a means to add value for firms
Halmstad University, School of Business and Engineering (SET).
2008 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

Abstract

Brand management will play a more significant role in future marketing competition, so research on the brand management is likely to become more meaningful and interesting.

This thesis focuses on brand management. The research question here is if brand management can add value to firms, as well as how to connect brand management with value. When researching this question, it is necessary to research further on the division of brand management which is internal and external brand management. Because a company’s add value is from cooperation - connection of internal and external brand management. Only when internal and external brand management work together, closely, may brand management add more value to a firm.

This study builds on the Aaker David (2000 p89)’s theory on brand management. In methodology, I use a qualitative research method, which is company interviews, in order to research IKEA’s internal/external brand management experience. This case study helps me to analyze how brand management is connected to a firm’s value.

Through IKEA’s case, it is illustrated that internal and external brand management must combine in order to add value to a firm. Brand management can really create value like increasing more adaptability, uniqueness, recognition etc... All in all, brand management is significant and can add value to firms.

Place, publisher, year, edition, pages
Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET) , 2008.
Keywords [en]
Management, brand
Identifiers
URN: urn:nbn:se:hh:diva-1584Local ID: 2082/1965OAI: oai:DiVA.org:hh-1584DiVA, id: diva2:238802
Uppsok
Social and Behavioural Science, Law
Available from: 2008-06-25 Created: 2008-06-25 Last updated: 2009-08-21

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CiteExportLink to record
Permanent link

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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