AUTHOR
Eriksson, Sara

DATE
2000-09-13

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
The aim with this thesis is to gain an understanding of how a brand is developed. My research mainly describes but also explains and explores the branding process and how a brand identity and brand personality can be developed. I have conducted case studies with two companies: Brand Management Network and Brand Consultancy. I have found it to be of great importance to make sure that the brand's current identity, image and position are clear and understood, before the brand is developed. Moreover, it is important to go through all steps in the branding process and to do them thorough. Furthermore, when developing the brand identity it is useful to look at the brand through four perspectives. Finally, when deciding which personality traits that should go into the brand personality a company should think of and describe the brand as if it was a person, an animal or a car.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/194--SE / NR 2000:194