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Återupprättande av ett företags varumärkesassociationer efter en kris
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2005 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [sv]
In our thesis, we have come in contact with the two subjects, identity and communication, from a perspective to create and retain an image for a trademark. The formulation of our problem was: ”How does/or did Nestlé, MKB and Sydkraft rebuild their associations to their trademark after their respective crisis?” The aim of the thesis was to investigate how the companies, after a crisis, worked to restore the associations to their trademarks. We also wanted to see how well this agreed with theory. The study was limited to three bigger companies in crisis namely MKB, Nestlé and Sydkraft. We conducted interviews at the companies with persons that were well established in handling the trademark. Our result shows that the investigated companies indeed, to a very high degree, works according to theory. Our results also show that sincerity is an important factor during reestablishment of the trademark image. Further, we state that the work in practice is more about information and PR rather than paid market communication like advertising.
Place, publisher, year, edition, pages
2005.
Keyword [sv]
varumärke, varumärke i kris, återuppbyggande av varumärke, varumärkesassociationer
Identifiers
URN: urn:nbn:se:hh:diva-13000Local ID: U12070OAI: oai:DiVA.org:hh-13000DiVA: diva2:368169
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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