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Brand (re)birth - A case study of the company BDS and their internal brand evolution


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Title: Brand (re)birth - A case study of the company BDS and their internal brand evolution
Authors: Fagerlind, Madelein
Georgescu, Oana
Issue Date: 8-Sep-2011
Degree: Master theses
Series/Report no.: Report/Department of Applied Information Technology
2011:040
Keywords: Brand evolution
Brand image
Brand value
Communication
Company value
Semiotics
Case study
Goodyear model
Abstract: The purpose of this study is to determine how the brand image BDS has evolved internally throughout the company’s history and how the values are reflected in the process. Most research done within the field of brand evolution is conducted by case studies as it provides unique insights within different aspects of brand evolution. The concept of a brand is closely linked to value- in this study examined as company values and brand value are essential for brand development. Following a practic... more
URI: http://hdl.handle.net/2077/26738
Appears in Collections:Master theses

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