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Hur återförsäljare kan arbeta med sitt varumärke: En fallstudie bland klädåterförsäljare i Halmstad
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service. Service, quality and durability have been the main strategies to differentiate them from low-price chains.

Abstract [sv]

Undersökningen har visat på att återförsäljare i mellanprissegmentet differentierar sig mest genom att utveckla en stark identitet kring varumärket. Personligheten involverar butiksatmosfär, sortiment samt marknadskommunikation. I större kedjor har verksamheten valt att förlägga ansvaret för detta på ledningsnivå, vilket underlättar för butiker på lokal nivå. Genom att centralstyra dessa strategier kan verksamheten dels försäkra sig om att kedjan styrs i den riktning företaget vill och följer positioneringskonceptet. Dels kan butiksansvariga hänge sig åt att arbeta med verksamheternas kärnvärde, som är service. Service, kvalitet och hållbarhet har även varit de främsta strategierna för att differentiera dem från lågpriskedjor.

Place, publisher, year, edition, pages
2011. , 81 p.
Keyword [en]
Brand, retailer, clothing stores, the strategic brand platform
Keyword [sv]
Varumärke, återförsäljare, klädbutiker, den strategiska varumärkesplattformen
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-15711OAI: oai:DiVA.org:hh-15711DiVA: diva2:428312
Subject / course
Marketing
Presentation
(Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-08-10 Created: 2011-06-30 Last updated: 2011-08-10Bibliographically approved

Open Access in DiVA

fulltext(627 kB)495 downloads
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76dbffa97a12e10a7ad14c8a4c1c68df861a6c06a11b1de6892bcbc84cb25a8bb8a6e142624d7e0db6b2402bc0b1543942a9a3839b3924477d6b6a2b7645df8a
Type fulltextMimetype application/pdf

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Business Administration

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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