Varumärkesidentitet vs. Varumärkesimage : En studie av Löfbergs Lila, ZOÉGAS och Classic

Sammanfattning: AbstractTitle: Brand identity vs. Brand image – a study of Löfbergs Lila, ZOÉGAS and Classic.Number of pages: 38Author: Jessika Löwling HelmerskogTutor: Peder Hård af SegerstadCourse: Media and communication sciencePeriod: Spring semester 2010University: Informatics and media, media and communication science, Uppsala University.Aim: The aim is to study the brand identity as well as the brand image for each of the brands:Löfbergs Lila, ZOÉGAS and Classic. Furthermore the aim is to determine whether the brandsidentity comport with the brands image. Ultimately the study will establish whether or not thebrands can be considered as strong brands.Method/Material: This thesis will first and foremost explain a number of theories related tothe subject which will give a deeper understanding in the subject as well as providing thereader with necessary knowledge to fully understand the study.To create a broad and correct picture of each brand interviews have been made with both thepeople behind the brand as well as with the consumers.The interviews with the brand makers have been made by a questionnaire with questionsabout the brand and its identity.The interviews with the consumers have been made through focus group interviews; twogroups with four people in each group. The layout of the interview was structured where theinterviewer asked a number of questions which the people in the group were given theopportunity to discuss open with each other.After the interviews the collected material was analyzed through the chosen theories,particularly the CBBE-model which worked as a model for the analysis.Main Results: The main results are that even though all three brands are successful incommunicating their values and qualities to the consumer, not all of them can be consideredto be strong brands. The study showed that ZOÉGAS and Classic almost only got positivefeedback from the consumers while Löfbergs Lila got negative feedback overall. However, allbrands were considered strong brands by the consumers, with the exception that Löfbergs Lilawasn’t considered a strong coffee brand.The conclusion I reached was that ZOÉGAS and Classic without doubt can be consideredstrong brands whereas Löfbergs Lila cannot. The reason for this is simply the consumersoverall negative feelings and the lack of loyal customers.Keywords: Brands, strong brand, brand identity, brand image, CBBE-model, Löfbergs Lila,ZOÉGAS, Classic.