"Lifestyle Brands" -When the brand becomes a philosophy 2001 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [en]

This dissertation describes a new role of brands on the market, meaning the pursuit of creating a higher level of brand identity, which enables the brand to become an idea, a feeling, an experience, a lifestyle and a philosophy, not related to any specific product. This is what we have called a “lifestyle brand”. The purpose of this dissertation was to find a theoretical basis for the development of lifestyle brands and to see if we could find an empirical example of such a brand. Therefore, we did a study on the Virgin Group. We were interested to find an increased understanding of the theory, as well as possibly add knowledge to the subject through looking at the Virgin brand. Our analysis showed that Virgin is a good example of lifestyle brand, which has managed to transcend product categories and become a philosophy. We found, that the association of the Virgin brand with the person of Richard Branson, his philosophy of life and the values he embodies, is what makes the brand able to reach this level of a complete lifestyle.

Place, publisher, year, edition, pages

2001.

Keywords [en]

Brands

Identifiers

URN: urn:nbn:se:hh:diva-9705Local ID: U4348OAI: oai:DiVA.org:hh-9705DiVA, id: diva2:364811

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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