Strategies for establishing a new successful brand on the Swedish market

University essay from Linköpings universitet/Ekonomiska institutionen; Linköpings universitet/Ekonomiska institutionen

Abstract:

Background: Companies establishing a new brand on the Swedish market have to face competition from already established brands. This makes it interesting to investigate which branding strategies companies use in order to establish a new successful brand.

Purpose: The purpose of the thesis is to investigate which branding strategies companies should use in order to establish a new successful brand on a competitive Swedish market.

Research method: The study was realized with the help of five qualitative interviews. These interviews were conducted at five diverse companies possessing recently established brands on a competitive Swedish market.

Results: Our investigation has lead to the formation of a model, which depicts the most important factors for the strategies that companies should use in order to establish a new successful brand on a competitive Swedish market. We have found that the starting point for these strategies should be the brand motto for product brands and the business concept for corporate brands, from which the core values and the positioning strategies should be derived. In order to communicate the brand to the market, the brand name is an important factor which should preferably be unique. The distribution is also an important factor for this communication, since the distributor is the ambassador who mediates the brand to the customer. The market communication in turn should in the first place consist of unconventional channels such as editorial text when possible. For companies possessing a large marketing budget, brand building commercial, for instance TV-commercial should also be invested in. The marketing communication serves as a means to gain good customer relationships. Finally, it is important to have a consistent branding strategy as well as an internal loyalty toward the brand.

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