Den varumärkesuppbyggande processen : En fallstudie på en fackförening

Sammanfattning: Background: According to many authorities Trademark consideration will within the companies become all more prioritized objectives for competitive advantage and a strong organisational structure. Trade marking is becoming an important tool, not only Production oriented companies apply this on their products or services whereas it is today spread in many different sectors. Problems: On the basis of theoretical and empirical studies, we will try to see how a trademark is built up. This will guide us to our questions at issue: • How has the actual process for HTF been in order to strengthen and to build up their trademark, how have they achieved this in practice? • What are the underlying criteria’s to for this work and what role has the consultant company BMN in the actual process? Aim: The authors have for intention to create an understanding on why there is interesting for a trade union organisation like HTF to carry out a trademark development investment. A further understanding will be to highlighting a strong trademark's advantages and possible disadvantages. Results: As a trade union organisation where the relationship to the members and the potential members is becoming all more important is the interesting to highlight their trademark clear and in addition to that contribute to building and establishing strong relationships. on the basis of this study we can state that it is now one of the most important support activities that as a trade unions to highlight its core values through trademark. As a trade union, one can to a large extent work with and to apply the market the economic mocks-up for trademark build up. The most important aspect is that we can state , in the future developed to concentrate more on communication, positioning, segmentation and diversification, which the trademark act as intermediary. This along with those core values that characterises the organisation and informs the trademark gives a bigger possibility for HTF to clearer give the organisation's surrounding world a more exact picture of what it stand for , seeks and what it desires to offer the members. A possible disadvantage could be that after a trademark establishment similar to HTF: s the organization can get more attention and the requirements in living up to those core values will increase. Conclusions: We can state that an important part in that the trademark development process is to identify the organisation's image in the very beginning of the trademark project. The analysis gives the organisation a picture of the own organisation, the members' perspectives and the competitors and constitutes good basis for the continued work. The work strategies that were implemented where in the form of workshops this in order to view forward what the actual and core values in that the trademark development process are. In the actual workshop different questions were developed, the answers to those where given from total 365 paragraphs employee and stakeholders, this was done in group mould. It is important that in workshops to formulate and to create a common view about what the actual process means and how the company wants to be represented , which way one wants to be considered. Further after the workshops created a planning conferences for the different parts of the organisation is created. The organisation begins afterwards to work with this internal and trough communication different values are shared. Both the theoretical and the empirical studies demonstrate that those aspects that lie to shallow for that organisation identity that is worked forward is connected to the organisation's history, culture, rumour (views that exists about the organisation), behaviour patterns among the employee and representatives.