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Brand personality - Brand personality as a way of developing and maintaining Swedish brands

  • Joakim, Wallenklint
Publication Date
Jan 01, 1998
DiVA - Academic Archive On-line
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This study focuses on how the brand owner could use brand personality as a way to build and maintain Swedish brands. To be able to get a picture of this, the research in this study has been aimed to look at what kind of brand managers there are, the brand positioning statements, the perceived brand personality and the way it is communicated through print ads. The aim with these research questions has been to see how the brand personality fit in with the positioning statements and the communication through print ads. The research was conducted at three case study companies in the North of Sweden. The result from these case studies shows that there are no official brand managers or any clear brand personality program. The case study companies did not have a clear perception of their brand personality, but they all had clear positioning statements, and from this an intuitive perception of the personality. / Validerat; 20101217 (root)

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