AUTHOR
Tregert, Martin; Westerlund, Fredrik

DATE
2003-06-09

DEPARTMENT
Business Administration and Social Sciences / Economics

SUMMARY
The present harsh business climate has forced companies to consider branding efforts, in order to stay competitive. The gap between main and small actors on the market is increasing, which makes it crucial for weaker brands to develop an effective branding strategy. The aim of this thesis is to provide a better understanding of how to manage a brand. Our research explores, describes and tries to explain the objectives of managing a brand, how the branding strategy can be described and what people that are involved in managing the brand. We have conducted a case study on Åbro Bryggeri and data was primarily collected through a telephone interview.

Our findings show that the main objectives regarding managing a brand are related to increasing profit and achieving awareness on the market. On the subject of branding strategy, several steps are considered, which initiate from a documented brand vision. Furthermore, we have found that it is important that the entire organization is involved in the branding efforts and that it is essential to make decisions regarding the brand at top management level. Finally, implications for managers, theory, and future research are provided.

ISSN 1404-5508 / ISRN LTU-SHU-EX--03/134--SE / NR 2003:134