Sweden - we have a result! : The Melodifestivalen Brand and its Implications
Abstract: Melodifestivalen is one of Sweden's most viewed television programs. However, for the past few years, its viewings and ratings have suffered a decline. One explanation for this phenomenon is a change in the consumers' attitude towards the program, and a shift in Melodifestivalen's brand equity as a result. This thesis examines the concepts of brand equity and priming to see if the Melodifestivalen brand has created such negative connotations in people's minds that they automatically have negative opinions of anything associated with the brand. It is examined through a quantitative experiment in which people get to listen to songs from Melodifestivalen and rate them on different factors. One group is told that the songs are from Melodifestivalen, and the other is not. The results are that all songs were ranked lower by the group which had been told that the songs were from Melodifestivalen. This indicates that Melodifestivalen currently has a negative brand equity, with consumers' attitude towards the program affecting their opinions of the songs themselves. These results are both relevant to aspiring music artists considering joining the competition, and for companies when trying to enhance their brand equity.
AT THIS PAGE YOU CAN DOWNLOAD THE WHOLE ESSAY. (follow the link to the next page)