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Förändrad identitet,ny logotyp?: -motiven till rebranding hos fyra företag
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Rebranding är ett allmänt vedertaget begrepp men likväl finns det ingentydlig definition av vad begreppet står för och heller inga allmäntaccepterade teorier eller modeller som förklarar begreppet eller de motivsom leder till rebranding. Begreppet innefattar omprofileringar,identitetsförändringar, namnbyte och logotypsförändringar. Denna studiessyfte var att få djupare förståelse för motiven bakom rebranding genomintervjuer med fyra företag som inom de senaste åtta åren har genomförtrebranding. Resultaten av undersökningen visade på att det främst handladeom att uppdatera varumärkesidentiteten när ett företag genomförrebranding. Det berodde till exempel på utlandsetableringar där det svenskanamnet eller varumärket inte var gångbart och därmed behövde uppdateras.Andra inverkande faktorer var förnyelse eller önskan om att unifiera ettföretags varumärken.

Abstract [en]

Rebranding is a commonly accepted term in strategic marketing yet it lacksa concise definition. Changes in a company's profile, identity, name andlogotype are all included within the term rebranding. The purpose of thisstudy was to attain a deeper understanding of the motives for rebranding.Interviews were held with four companies which have implementedrebranding within the last eight years. The findings show that updating acompany's brand identity was the main reason/motive for rebranding. TheExpansion of foreign markets was identified as a key motive, as a Swedishname or logotype was no longer suited to such development. Other motivesinclude renewal and unification of brands.

Place, publisher, year, edition, pages
2010. , p. 24
Keywords [sv]
rebranding, omprofilering, identitetsförändring, logotyp, varumärke
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-10106OAI: oai:DiVA.org:mdh-10106DiVA, id: diva2:342958
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-09-20 Created: 2010-08-11 Last updated: 2010-09-20Bibliographically approved

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Type fulltextMimetype application/pdf

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Feuk, JohannaWolffelt, Lisa
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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