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

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 practical model elaborated by Mary Goodyear we analyse the brand evolution steps taken by BDS. The undertaken research represents a qualitative case study. The data was collected from the company BDS and analysed according to two traditions within the field of semiotics- Ferdinand de Saussure and Charles Sanders Peirce. In conclusion, we found that BDS has evolved in a slow pace throughout the years due to a complex history throughout the years. Only in 2009 they acquired a clear brand image which made BDS a stronger brand.