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Please use this identifier to cite or link to this item: http://hdl.handle.net/2320/14309

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Title: The Brand Building Balancing Act: A study into the internal conflicts and processes of building brand image.
Authors: WOLF, VICTORIA
SVENSSON, MARIE
Department: Högskolan i Borås/Textilhögskolan (THS)
Issue Date: 7-Nov-2014
Series/Report no.: Masteruppsats
2014.15.04
Programme: Master Programme in Fashion Management
Publisher: University of Borås/Swedish School of Textiles
Media type: text
Keywords: brand image
conflicts
the value chain
brand building
Abstract: Background: Based on our professional experience supported by evidence from current brand literature, we have identified an on-going struggle for fashion brands when building and communicating brand image internally. Branding is about adding value and which is directly connected to the product itself. Theories support that clear and successful branding creates trust with stakeholders and is therefore important to a company’s profitability. If branding strategies and roles are not defined internally, image become ever more unclear once ideas are to be communicated to customers in store through sales personnel and products. Purpose: The purpose of this thesis is to explore what hinders companies in the fashion retail industry from profitably and effectively building and communicating brand image internally by identifying potential conflict areas in the value chain in order to provide a tool for overcoming those obstacles. Methodology: A qualitative research method carried through as a case study was conducted containing four interviews with people in key positions at two Swedish fashion retailers. Conclusion: Conclusively we have created a model which explains where and why conflicts occur when it comes to building brand image internally. Where there is a lack of communication between departments it clearly affects the brand image. Companies need to work according to guidelines and communicate amongst departments.
URI: http://hdl.handle.net/2320/14309
Appears in Collections:Masteruppsatser (THS)

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