Branding och Event Marketing : en studie om kunders imageuppfattning av svenska möbelproducenter

Sammanfattning: This essay describes the Swedish furniture business and its strong competition between domestic and foreign producers. As the demand on higher development speed grows stronger, alongside a fierce competition between the companies, long lasting and unique qualities such as customer relations and strong brand names become crucial. Nowadays many furniture producers chose to sell their products through retailers and they therefore miss out on invaluable direct contact with their customers. Consequently, this means that they lack the perquisite to build relations or more importantly, to communicate their brand. To illustrate the problem a case study and a survey have been carried out. The study compares the strategic marketing works between producers who have own concept stores and those who uses retailers. In addition to this the customer’s image perception has also been examined. The theories are based on Branding, relationship marketing and Event Marketing. The result of the study is supported by an analysis of the theories and the studies. It indicated that the producers with own concept stores have better prerequisite to build relations and to communicate with their customers than those who use retailers. The conclusion is that the work with branding and relations is a way for the Swedish furniture producers to strengthen their image and to give their customers an added value. The added value will in the long run lead to loyal customers and a positive reputation.