oru.sePublikationer
Change search
CiteExportLink to record
Permanent link

Direct link
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
Ett varumärkes image och utvidgning: En undersökning om varumärket Läkerol
Örebro University, Swedish Business School at Örebro University.
Örebro University, Swedish Business School at Örebro University.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Consumers today face several choices when it comes to choosing products and services on the market. The brand of a product is what differentiates it from similar products. At a certain point, the trademark can face a time of stagnation and several strategies are used to strengthen the brand furthermore. Brand extension is a strategy meaning that the company finds new target groups, products and promotions to offer. There are also risks when extending the brand, the original brand could be damaged if an extension perceives improperly by the consumers. By having a clear idea of the identity and image, the company can avoid risks that an extension can cause. Läkerol is a trademark that has extended its brand. With the original pastilles Classic, Läkerol has developed new flavours and products during the 100 years as a trademark. Journal of Business Research published an article in 2009 touching the subject brand extension. The article brings up questions that can be applied to Läkerol. Have the extensions affected the original brand image and do the products fit Läkerol, considering the ideas and thoughts that the consumers have on Läkerol? The purpose of this paper is to examine the identity of Läkerol and what the image for the trademark is. The authors also want to find out how the extensions made by the company have affected the initial brand image. Literature, a scientific article and websites are used as secondary data. Primary data is a personal interview with the Brand Manager of Läkerol Henrik Lethagen and two focus groups. The interviews with the focus groups were limited to be held in Örebro, Sweden, and to people between the ages of 18-30. This paper is a case study with a qualitative approach. The theoretical framework aims to give a better understanding of the problem area. Theories of trademarks are presented, as well as theory on identity, image and positioning. Theory on brand extension is also a part of the frame of reference. The analysis brings together the theoretical framework with the collected primary data trough an own composed model based on chosen theories. Some conclusions are that the slogan is an important part of the identity of Läkerol and that the brand wants to be known as social and unconventional and more. Another conclusion is that the respondents consider the original pastilles, Läkerol Classic, as an important part of the image. The attitude to the extensions is confusing to a certain extent. At the end of the paper, is a discussion of own reflections held by the authors and finally is thoughts of further research presented.

Place, publisher, year, edition, pages
2009. , 81 p.
Keyword [en]
Brand, identity, image, extension
Keyword [sv]
Varumärke, identitet, image, utvidgning
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-9683ISRN: ORU-HHS/FEK-GK-2010/0038--SEOAI: oai:DiVA.org:oru-9683DiVA: diva2:292857
Presentation
2010-01-12, Örebro, 00:00 (Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-07-06 Created: 2010-02-09 Last updated: 2017-10-18Bibliographically approved

Open Access in DiVA

No full text

By organisation
Swedish Business School at Örebro University
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 106 hits
CiteExportLink to record
Permanent link

Direct link
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