Det goda varumärket : En etnologisk studie av ett företags presentation

Sammanfattning: My aim with this study was to examine The Body Shop´s presentation of itself on its Web site, more specifik: how the brand communicates and what kind of stories there is. My conclusion is that the brand communicates through storytelling and with a focus on "good" aspects. This is done by pointing out the differences between "We and Them" and by promoting justice - and environmental issues. Fears change with changes in society, and the consumer is offered to moderate anxiety by consuming the "right" product; a kind of identity formation through consumption which is a part of The Body Shop´s marketing.