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Brand building activities in Small Service Firms: A Qualitative Study on Swedish Real Estate Firms
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2010 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Brand building is a highly researched phenomenon when it comes to large enterprises in product oriented industries. However, when it comes to small firms and especially the service industry branding is a relatively new topic. This article explores the field of small service firms and their efforts in building their brand. The starting point rests on the creation of an organizational identity which is the values and beliefs that concurrently creates the foundation for the firm´s internal procedures. The purpose of this study is to get an understanding on how small service firms build their brand. Therefore, this article uses a qualitative approach with multiple cases with responding firms ranging from 2 to 12 employees. This was done in the effort of finding patterns on how brand building is conducted in small service firms. The findings shows that brand building is an important aspect that small service firms place great efforts on and that despite shortages in resources they build their brand by using alternative methods that are less resource intensive. The respondents argue that they have the organization as a base when creating their marketing activities. Important characteristics are consistency, honesty, creativity, integrity and heritage. Together they build a foundation for a unification of the firm that is presented through the brand. A unified organization is then used as a way of branding themselves towards new customers with the help of both reputation gained and word-of-mouth.

Place, publisher, year, edition, pages
2010. , 20 p.
Keyword [en]
Branding
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-5220OAI: oai:DiVA.org:hh-5220DiVA: diva2:331251
Presentation
2010-05-31, Halmstad, 10:15 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-07-22 Created: 2010-07-21 Last updated: 2010-07-22Bibliographically approved

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fulltext(461 kB)1098 downloads
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Hägg, GustavJonsson, Niklas
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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