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  • 1.
    Nordström, Alexander
    et al.
    Mälardalen University, School of Business, Society and Engineering.
    Rubin, Victor
    Mälardalen University, School of Business, Society and Engineering.
    "MER ÄN BARA SNABBA PLAN OCH STORA EXPLOSIONER": EN UPPSATS OM VARUMÄRKESBYGGANDE INOM FÖRSVARS- OCH SÄKERHETSINDUSTRIN I SVERIGE2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Research question:  Are there similarities and differences in how Swedish companies in the defense and security industry work with corporate branding?

    Research Purpose: The paper will explore how companies in the Swedish arms industry work with their corporate brand?

    Method: The paper was conducted from a qualitative outset where semi-structured interviews were carried out to gather empirical data.

    Conclusion: The paper concluded that companies in the defense and security industry work with a clear visual identity together with a personal relationship with the customers, where companies have a clear plan with what they want to achieve through their corporate brand, even though this work is in an early stage. The corporate culture is of great importance internally, also the construction of external communities is of great importance in order to integrate the values that underpin the company's brand. Communities can be used as a tool to create favorable conditions for businesses both on a national and international market. Continuous and credible communication is important, where companies repeatedly incorporate the promise to customers and stakeholders in order to maintain the trust between the customer and the supplier.

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