Återupprättande av ett företags varumärkesassociationer efter en kris 2005 (Svenska)Självständigt arbete på grundnivå (kandidatexamen)Studentuppsats (Examensarbete)

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.

Ort, förlag, år, upplaga, sidor

2005.

Nyckelord [sv]

varumärke, varumärke i kris, återuppbyggande av varumärke, varumärkesassociationer

Identifikatorer

URN: urn:nbn:se:hh:diva-13000Lokalt ID: U12070OAI: oai:DiVA.org:hh-13000DiVA, id: diva2:368169

Uppsök

samhälle/juridik

Anmärkning

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seTillgänglig från: 2010-11-09 Skapad: 2010-11-09 Senast uppdaterad: 2025-10-01Bibliografiskt granskad

Open Access i DiVA

Fulltext saknas i DiVA

Av organisationen

Sektionen för ekonomi och teknik (SET)

Sök vidare utanför DiVA

GoogleGoogle ScholarTotalt: 120 träffar