Purpose

The purpose of the thesis is to analyze the current challenges facedby Husqvarna Motorcycles in their brand building process, and todescribe ways in which applying the brand equity principles will enablean increase of the value of their brand.

Background

In the complex world of organizations and companies where thecompetitive position plays an important role in successful achievementsof the company, managers seek after building a sustainablecompetitive advantage. Building brand equity is an important focusfor a large company' improvement, since it raises interest of existingand new customers. The process of building brand equity takestime but through this process a company will have a stronger marketposition which creates brand value.

Method

In order to answer the purpose, the qualitative method with implementation of semi-structured interviews for collecting data wasused. The data was interpreted and then structured and analyzedusing theoretical framework.

Conclusions

During the research performed it was found out that the managersare facing several challenges in respect to building brand equity.Therefore, five components of building brand equity were implementedto draw the conclusions of how the managers could strengthentheir brand.