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Varumärkesbyggnad: en studie av ABB i Storvik
University of Gävle, Department of Business Administration and Economics.
2007 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
Abstract [sv]

Syftet med denna studie är att identifiera styrkor och svagheter i byggandet av varumärket Asea Brown Boveri, ABB i Storvik. Det ska vidare påvisa om varumärket bör ompositioneras i kundernas sinne, och i så fall hur denna ompositionering skulle kunna åstadkommas. Studien baseras på litteraturstudier samt intervjuer med sju externa kunder och två interna medarbetare på ABB. Resultaten visar på tydliga brister i varumärket inom projektarbeten medan de inom ramen för service och reparationer har en relativt stark position på marknaden. En ompositionering av varumärket är därför nödvändig, vilket kan åstadkommas bland annat via utökade resurser och åtgärder inom marknadsföringen.

Abstract [en]

The purpose of this study is to identify the strenghts and weaknesses in brand building of Asea Brown Boveri, ABB in Storvik. It shall point out if the brand should be repositioned in the minds of the customers, and if so how this repositioning could be managed. The study is based upon litterature studies and interviews with seven external customers as well as two internal employees at ABB. The result clearly shows faults in the brand within projects, while as in the fields of service and maintenance they posess a relatively strong position on the market. A repositioning of the brand is thereby necessary, which can be done among other things by increased resourches and measures in marketing.

Place, publisher, year, edition, pages
2007. , p. 68
Keywords [en]
ABB, marketing, Brands, Brand building, Brand Equity
Keywords [sv]
ABB, marknadsföring, varumärken, varumärkesbyggnad, varumärkesstyrka
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hig:diva-123Archive number: E3BA: DiVA 038/07OAI: oai:DiVA.org:hig-123DiVA, id: diva2:119676
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2007-05-22 Created: 2007-05-22

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fulltext(608 kB)951 downloads
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4c2fa2280ae63c9f2f5d8f3d50333ea88ee6f38a8a4c0a152df689a2af8bc23f7d4d5943
Type fulltextMimetype application/pdf

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Department of Business Administration and Economics
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf