Bachelor Thesis in Business Administration
Brand strategy in the Swedish bankingindustry
Christian Algotsson, Henrik Edström andEmil Folkesson
Maya Paskaleva and Olga Sasinovskaya
Brand, brand identity, positioning, Nordea,SEB.
A brand consists of more parts than the visible features such as names and logotypes.No matter in what industry a company is acting the brand in itself determines if thecompany will succeed or not. A successful brand is extremely hard to copy since twoexactly similar brands do not exist. With a strong brand you create positive associationsand form emotional relationships with customers.The purpose with this paper was to investigate how banks in the Swedish marketexplain their brand identity and how they use their brand identity when positioningthemselves. Furthermore the authors have investigated the differences in that matterbetween two of the leading banks in Sweden. This was done through a comparative casestudy with Nordea and SEB who are two of the leading banks in the Swedish market.A qualitative method has been used to this thesis and in-depth interviews have beenconducted to collect information that was suitable for our stated problem.The results showed that both Nordea and SEB explain their brand identity according tothe different aspects that the theory states and they understand the importance of brandidentity. When building brand identity it is important to be aware of the different partsthat the brand identity consists of. Both banks try to develop the different parts of thebrand identity but there are differences in the amount of resources they put in each part. When positioning themselves, both Nordea and SEB are answering the questions in thetheory concerning positioning and positioning a brand. The theory implies that the coreidentities are the foundation when positioning and both Nordea and SEB are well awareof their core identities and they are using them when positioning their brand.