Branded applications - Function triumphs Brand? -An exploratory study of branded applications’ role in the brand building process

Sammanfattning: Abstract Title: Branded applications - Function triumphs Brand? -An exploratory study of branded applications’ role in the brand building process Date of the Seminar: 2013.05.29 Course: BUSN29, Degree project in Global marketing Authors: Vukcevic, Lidia and Willgottson, Malin Supervisor: Elg, Ulf Keywords: Brand building process, High/low involvement brands, Mobile marketing, Branded applications. Thesis purpose: The primary purpose of this thesis is to explore the role of branded applications in the different steps of the brand building process. Further, an investigation of whether this differs between a high and low involvement brand will be conducted from both a consumer and managerial perspective. Methodology: Given the aim of this study a qualitative method was conducted, which consisted of three in-depth interviews and four focus groups. The in-depth interviews were conducted with managers from Kungsörnen and Nespresso. Theoretical perspective: This thesis is based on theory regarding the brand building process from the consumer perspective as well as theory around mobile marketing and applications. An extended framework of Melin’s (1997) model of the brand building process and Pelsmacker, Geuens and Bergh’s (2010) e-communication framework served as the basis for the empirical data collection. Empirical data: The empirical data has been collected through in-depth interviews conducted in-person with Nespresso and by telephone with Kungsörnen. To gain understanding of how consumer view mobile applications four focus groups were executed. Conclusion: The research reveals that since consumers have accepted mobile applications and do not see it as a marketing tool, marketers can exploit this new communication channel to strengthen the brand. By creating an application that makes the consumer engage with the brand they have the ability to create awareness and positive attitudes towards the brand. Hence, by using mobile applications as a complement to other communication channels, this study shows that branded applications have a primary role during the brand engagement and brand awareness phase of the brand building process. If the marketers manage to achieve engagement and awareness, it can in turn lead to more loyal consumers and brand advocacy.