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The coherency between Fjällräven’s brandidentity and brand image: A mixed method case study of an outdoor brand and the coherency betweenits brand identity and brand image.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: It is important to have a coherent brand identity and brand image, as that facilitate the communication process for the brand. It specifically becomes an issue when consumers do not understand what the brand stands for.Purpose: The purpose of this thesis was to investigate to what extent the brand image of Fjällräven among Swedish consumers is coherent with its brand identity.Method: To fulfil the purpose of this study, the researcher applied a mixed method, indicating that both quantitative and qualitative methods were used. The collection of qualitative data investigating brand identity was retrieved from an interview, along with complementary information from Fjällräven’s official brand book. The quantitative data investigating brand image, was retrieved from Swedish consumers that were aware of the brand. In order to investigate the concepts of brand identity and brand image, an abductive research approach was used, generating a broad overview of the topic. To justify an appropriate target population, a non-probability judgmental sampling technique was used.Conclusion: By combining the results from brand identity along with brand image, the researchers have found that the two concepts are coherent to a medium-strong level. This means that consumers and the company share the same thought about Fjällräven as a brand.

Place, publisher, year, edition, pages
2019. , p. 86
Keywords [en]
Branding, Brand identity, Brand image, Coherency, Brand Derby Matrix, Fjällräven
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-43835ISRN: JU-IHH-FÖA-2-20190811OAI: oai:DiVA.org:hj-43835DiVA, id: diva2:1318988
Subject / course
JIBS, Business Administration
Supervisors
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Available from: 2019-06-17 Created: 2019-05-29 Last updated: 2019-06-17Bibliographically approved

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Master Thesis(1290 kB)54 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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