Det hållbara varumärket : En studie om varumärkens utveckling och förändring

Sammanfattning: The purpose of this thesis is to investigate and analyse factors that may have an influence and can affect a brand’s development and change over time. By doing this we want to clarify which factors it is important for a company to understand and gain control over. To find the answer to our thesis we have carried out six semi-structured interviews which all were of qualitative character. The reason why we chose to work with the qualitative methodology was mainly that we wanted to achieve a deeper knowledge about our choice of subject. The empiric data that we have gathered have been compared and combined with our theories and resulted in our analysis which made us gain a deeper understanding of our subject. Our analysis generated a number of conclusions which we used to answer our thesis. We have reached the conclusion that some of the factors that can influence a brand’s development over time are, according to us, more valuable than others and should therefore be more prioritised. These factors are the brand identity, innovations, relationship marketing and market communication.