Title: Organic Brand Development: an Intriguing Role Play in the Brand Portfolio Setting

Aim: The aim of this thesis is to explore what role an organic certified product plays in the brand portfolio of Swedish food producing companies. How this product interacts with the other brands and subbrands of the company, and if this product creates any added value to the portfolio. Frame of Reference: The thesis is based on brand portfolio strategy theory and information on organic farming and organic certification. Research Questions: There are three research questions in this thesis:- What role does the organic certified product play in a food producing company's brand portfolio?- What effect does the organic certified product have on conventional products in the brand portfolio?- Does an organic certified product create added value to the brand portfolio? Methodology: The thesis is based on a qualitative method. The research approach is deductive in nature which was considered in the data analysis. Empirics: The primary data consists of three interviews conducted with respondents at three different Swedish food producing companies. All respondents had management responsibility of the brand portfolio. Secondary data was only used for brief background information on the companies and consisted of databas