Varumärkesbyggande : Hur företag använder sig av syftesdriven marknadsföring

Detta är en Kandidat-uppsats från Uppsala universitet/Företagsekonomiska institutionen

Sammanfattning: Brands have grown to become a bigger part in our daily life, brands can be seen wherever we go. Due to growing competition in markets brands have become more keen to find new ways to compete. Purpose marketing is one tool to tackle the growing competition. Purpose marketing have grown to become an effective tool to differentiate in competitive markets. This essay intends to study how companies use purpose marketing in the process of building a brand. The research methodology has semi-structured intervievs with a qualitative approach. All of the respondents work in Swedish companies within the marketing or communication section. The theoretical framework consist of theories about branding, brand positioning and purpose marketing. The result showed a glimpse of similarities in terms of how companies use purpose marketing though no major conclusions could be drawn from the results. 

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