Varumärkesidentitet hos en nykomling i branschen : En fallstudie om försäkringsbolaget Hedvig

Sammanfattning: The purpose of this study is to examine if an insurance company’s image of their own brand identity match what students in Uppsala universitet experience. The study is built on a case study of the insurance company Hedvig’s brand identity and how students in Uppsala experience the brand. The research question are: How does Hedvig communicate with students to create a relationship and build an identity? How is Hedvig’s brand identity perceived by students at Uppsala University? Does the expressed brand identity from Hedvig correlate with students at Uppsala university? The studies theoretical framework includes two main theories, the first one is Aaker model by David Aaker followed by Relations in service marketing by Christian Grönroos. Further the study uses three different methods, which is one qualitative interview, focusgroup interviews and a thematic analysis. Henceforth, the empirical data is based on the qualitative interview with Sofia Alvebro, who is Consumer Marketing Manager at Hedvig, and the focus groups with students at Uppsala university. The studies results shows that Hedvig’s brand identity partly match with the opinion that Uppsala university students have. The results show that their brand identity correlate with students in some aspects, but not entirely. Due the lack of experience as a company and their playfulness Hedvig received criticism from the focus groups. Hedvig mainly build their brand identity through social media and different partnerships. Key words: brand identity, insurance, communication