När ett varumärke blir kapat

Sammanfattning: A brand is an immeasurable asset to organizations, which through substantial resources, develops and executes market communications that help facilitate the image the organization wants to establish. This thesis will be a case study into the company Fjällräven with the purpose of examining their brand identity. Further the thesis will explore how Fjällräven’s brand identity is challenged by a control-group’s brand perception of the company. This brand perception will be identified in the thesis as brand image. The hope of this case study is to pave the way for further research in the existing gap between brand identity and brand image. Empirical data was collected in three stages, the first being two group interviews with a total of eight participants. The second, a content analysis consisting of a variety of Fjällräven’s marketing communications. In the last step, we conducted a personal interview with, Marketing Manager at Fjällräven. For the analysis we utilized Sociologist Pierre Bourdieu’s theory of Symbolic Capital, Social Field and Taste to explain how people perceive the Fjällräven brand from a social perspective. The study concludes that brand identity and brand image don’t have to be in harmony for the brand to be successful. The study suggests that additional research can be done in the field of brand theory mixed with sociology.