Branding at the Ice Cream Factory : A Case Study of the Branding Strategy at SIA Glass

Abstract: Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. A case study of an ice cream company, SIA Glass, was conducted to answer the research question of how SIA Glass’ branding strategy affect its’ brands. The method used was based on a deductive approach with semi-structured interviews. The findings indicate that SIA Glass’ decision to offer a more diverse brand portfolio created problems in its’ internal communication and the focus was lost on brands less prioritized. Instead of focusing on the SIA Glass brand, the company wanted to connect SIA Glass to its’ corporate heritage and the Bertegruppen group, and offer products in new segments with less connection to the SIA Glass brand. Conclusions from the study imply that it is difficult for a company with limited resources to have an extended brand portfolio. In addition, as brand value is co-created with consumers and customers it demand more emphasis in practice, as well as in branding research.