hh.sePublications
Change search
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
Hur kan mikroföretag bygga upp varumärken?: En studie av vilka faktorer ett mikroföretag kan använda vid uppbyggandet av sitt varumärke.
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose with this essay is to study how a micro enterprise builds a brand. This because the current situation makes it difficult to stand out from the vast amount of marketing messages available in the market without having an extensive marketing campaign. Small companies do not have the opportunity to put a lot of recourses as money into marketing as the large companies do. Neither do they afford to repair a brand failure.

Brand building is a process that constantly is in progress in a company, large or small. To make this process concrete we have chosen to study the four factors; brand awareness, perceived quality, brand associations and brand loyalty. It is with these factors that we have performed interviews with three micro enterprises which have not been on the market for more than five years. This is because many start-ups fail in the process of building their brands and eventually they disappear from the market.

After we have performed the analysis we have concluded that the respondents have a clear understanding that it costs to building a brand. Despite the limited recourses they use smart solutions and cheap alternatives to increase the awareness of the brand. One example is social media like Facebook and Twitter. Because of the large marketing costs the respondents in this study does not work with associations very much, except the logotype, slogan and brand name.

Something the small companies have as an advantage is that they can create a close relation to their customers and that is why they can work to increase the customer satisfaction which leads to loyalty. Because the companies have been in the brand building process since the start the brand is of crucial importance within the company.

Place, publisher, year, edition, pages
2010. , 52 p.
Keyword [sv]
Varumärke, mikroföretag, varumärkesuppbyggande
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-5334OAI: oai:DiVA.org:hh-5334DiVA: diva2:343215
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-08-12 Created: 2010-08-12 Last updated: 2010-08-12Bibliographically approved

Open Access in DiVA

fulltext(428 kB)302 downloads
File information
File name FULLTEXT01.pdfFile size 428 kBChecksum SHA-512
5931decb28698ec7e70bf16b7d164888268b2792019ea92867b51b2a6941cce319acd17f7a13ffe6439997043fe65cb9fbdf18e9b78ceec72c439ed7e190b865
Type fulltextMimetype application/pdf

By organisation
School of Business and Engineering (SET)
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 302 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

Total: 334 hits
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