How smaller companies go through the process of building strong brands

Detta är en Kandidat-uppsats från Luleå/Institutionen för ekonomi, teknik och samhälle

Sammanfattning: Abstract
The building of a brand is a process that goes on continuously in a company. Literature shows various strategies for building brands, based almost entirely on research of larger companies. Large companies annually plan a budget for various marketing activities, but this is something that smaller companies are usually unable to do, since they do not have the same resources in the form of money that large companies have. Smaller businesses represent 96, 2% of all companies in Sweden and therefore stands for a large part of the Swedish economy. The purpose of this thesis has been to examine how small businesses go through the process of building a strong brand.

The collection of literature and the purpose of this thesis have helped to produce three research questions: How do small companies go through the process of building strong brands, which problems do small companies see with the process of building strong brands and what benefits does small companies see with having a strong brand. To be able to find the answers for these research questions two case studies was carried out on two companies in Lulea, representatives from both companies was personally interviewed.
The result of this study showed that both companies was well aware of the resources that marketing activities may require and that this is something they do not engage in because they simply do not have such resources. Yet, in both cases, the companies have succeeded in building strong brands, by being flexible and by building good customer relationships. For smaller companies a strong brand stands for a good reputation on the market and loyal customers.