The strategic development of brand identity : an empirical study of Länsförsäkringar AB

Brands have become one of the most discussed phenomena of marketing research to recent years. An important part of a brand is its identity: the unique fingerprint that makes it one of a kind. The purpose of this thesis is to gain a better understanding of the strategic development of the brand identity and the objectives related to this development. A case study was conducted, using qualitative research method, at Länsförsäkringar AB. The study shows that the congruence of the different dimensions of the brand identity is an essential issue to consider in the strategic development process. For service companies, the brand as organization perspective is also of great importance in this process. Furthermore, the study shows that there are several different objectives for developing the brand identity, but the most important objective is to establish a unique image.Validerat; 20101217 (root