FöRFATTARE
Bergström, Christian; Mannberg, Mattias

INSTITUTION
Industriell ekonomi och samhällsvetenskap / Industriell marknadsföring och e-handel

SAMMANFATTNING
Oscar Wilde once wrote that a cynic is someone who knows the price of everything but the value of nothing. He might as well have been talking about the attitude many chief executives have towards their brands and, indeed, the ways in which the organization itself is managed as a brand. It is only relatively recently that senior managers have started talking about brands as assets and brand personality as a major component of their organizations market place value. If anyone doubts the value of brands and their personality, they need to consider two things: Look at what managers are prepared to pay for top brands and observe the extent to which the market capitalization of brand-led organizations exceeds the value of their tangible assets. This purpose of this thesis focuses on how companies treat the brand as a person. This purpose is reached through research questions which focus on the brand having a name, a personality, and how the brand is positioned. Research was conducted via case studies at four Swedish companies. The findings regarding the brand personality show that no clear brand personality strategy is developed. The study show that companies are aware of the lack of this kind of strategy, yet they still they put more emphasis on positioning strategy.

ISSN 1404-5508 / ISRN LTU-SHU-EX--05/039--SE / NR 2005:039