Storstockholms lokaltrafik (SL) : Hur arbetar SL med att bygga upp sitt varumärke?

Sammanfattning: This essay is about how SL (Stockholm lokaltrafik) builds up their brand. The company is one of the biggest monopolies in Stockholm and has an awareness rate of 96 per cent of the citizens in Stockholm. SL is well known in media and newspapers, but often the articles are about traffic disturbances and because of all that many travellers are not satisfied. There is a big chance that dissatisfied people choose not to go with the public transport and choose their car instead. In the long run a situation like that would not work and the environment can be affected in the future. SL has a big responsibility and a big assignment from the government to keep the environment safe and get as many as possible to travel with them. To see how they manage with their assignment I chose to see how they work with their brand. The questions for the essay are: How does SL work to build up their brand? Does SL have a brand strategy? Which communication channels do they use? In what way are the traffic contractors involved? The purpose of the paper is to see how SL works to build up their brand. And maybe with that information change the unhappy people’s thoughts by letting them understand the importance of the company’s existence and not take them for granted. My method is a contents analysis and I got all information I needed from SL. They gave me three documents that contained about their communication strategy and brand platform. I discovered that their main target group is all the travellers and almost every step take is about to make the citizen satisfied. I also found two keywords to make it easier understand how they build their brand. Those keywords are the communication strategy which I say is SLs brand strategy and the brand platform. SL has not completed their assignment entirely, but there are much closer now then they were five years ago. More and more travellers are getting happier but still there are many left.