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Yoigo säljer inte motorcyklar. Det är sanningen.: En beskrivning av de kritiska variablerna vid byggandet av en varumärkesidentitet.
Örebro University, Department of Business, Economics, Statistics and Informatics.
Örebro University, Department of Business, Economics, Statistics and Informatics.
Örebro University, Department of Business, Economics, Statistics and Informatics.
2007 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This essay in how to create a brand identity is a result of a case study of the Spanish mobilephone company Xfera and their new brand “Yoigo”. Our object was to identify the critical variables in the process of building a brand identity. To achieve this we collected data about the company through several interviews with respondents with good insight in the company. The critical variables that we obtained by analyzing the interviews are presented in an empirical driven model. The result from the model was later compared to the existing theories concearning brand identity. The conclusion of the study is that brand identity is based upon two variables, message and graphic design. These two can be further divided into several themes that are critical to the process of creating a brand identity.

Place, publisher, year, edition, pages
2007. , 49 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-1948ISRN: ORU-ESI/FEK-C--08/0001--SEOAI: oai:DiVA.org:oru-1948DiVA: diva2:135679
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2008-03-11 Created: 2008-03-11

Open Access in DiVA

fulltext(420 kB)377 downloads
File information
File name FULLTEXT01.pdfFile size 420 kBChecksum MD5
57a8b2ed4e2367e3370f754b0939e03830922dc1919b870ec55624b4dc1193613e97dff9
Type fulltextMimetype application/pdf

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Department of Business, Economics, Statistics and Informatics
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • 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