A Bland New Way To Imitate? A Qualitative Study Exploring the Phenomena of Blands Through Consumers' Perceptions

Abstract: Thesis Purpose: The purpose of this thesis is to explore the phenomenon of blands – A rise of brands that potentially adhere to a similar blueprint while claiming to be disruptive, unique and extraordinary. Moreover, this thesis aims to create an understanding of how consumers perceive blands as well as well as how value is created. Methodology: The methodology takes a social constructivist standpoint with a multiple case study design where qualitative data is collected through focus group interviews. Three cases of blands were selected in Hedvig, Quip and Estrid. Theoretical Perspective: Due to limited academic literature on the phenomenon of blands, a theoretical framework was created constituting a combination of grey literature as well as theories from brand imitation, customer-based brand equity and consumer value creation. Empirical Material: Two focus groups were conducted with six participants in each. Participants were millennial consumers aged 25-30. The data was presented as four different themes which all represent similarities in perception about each case and also how they differ to their respective competition. Conclusions: Blands are perceived as adhering to four different themes which unite them and create point-of-differences towards their in-category competition: Innovativeness, Social Awareness, Anthropomorphization and Modern Display. By creating these points-of-differences, blands are perceived to hold epistemic, functional and emotional values