Do marketing strategies influence a brand's genericide?: A study made on the Filofax brand 2001 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis

Abstract [en]

ABSTRACT Can different marketing strategies contribute to a brand's genericide? According to our study this is true. The marketing strategies together with brand strategies influence genericide. But what is genericide? Genericide is a notion, which means that the brand looses all its rights to be a trademark. Trademark is the juridical word for brand. The study was conducted on the company Filofax Sweden and Filofax France. When studying the marketing strategies of the both companies, differences were identified through interviews and brief consumer surveys. Some of the main differences are how the brand is perceived in each market, and how the companies use their segmentation- and positioning strategies. From the consumer surveys we have found some tendencies. For example the consumers in the French market had a vague idea of what a Filofax organiser is. In Sweden Filofax was known and people thought of it as a product. Our conclusion is that brand equity is the key to the genericide why a model has been created.

Place, publisher, year, edition, pages

2001.

Keywords [en]

Genericide, degenerering, marketing strategies, marknadsförings strategier, brand strategies, varumärkes strategier, Filofax,

Identifiers

URN: urn:nbn:se:hh:diva-9621Local ID: U4237OAI: oai:DiVA.org:hh-9621DiVA, id: diva2:364724

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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