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Brand Strategy in the Swedish Banking Industry - A Comparative Study of Nordea and SEB by Henrik Edström, Christian Algotsson and Emil Folkesson of Jönköping University.

Brand Strategy in the Swedish Banking Industry - A Comparative Study of Nordea and SEB by Henrik Edström, Christian Algotsson and Emil Folkesson of Jönköping University.

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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 the company will succeed or not.

A successful brand is extremely hard to copy since two exactly similar brands do not exist. With a strong brand you create positive associations and form emotional relationships with customers.

The purpose with this paper was to nvestigate how banks in the Swedish market explain their brand identity and how they use their brand identity when positioning themselves. Furthermore the authors have investigated the differences in that matter between two of the leading banks in Sweden.

This was done through a comparative case study 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 been conducted to collect information that was suitable for our stated problem.

The results showed that both Nordea and SEB explain their brand identity according to the different aspects that the theory states and they understand the importance of brand identity.

When building brand identity it is important to be aware of the different parts that the brand identity consists of. Both banks try to develop the different parts of the brand 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 the theory concerning positioning and positioning a brand.

The theory implies that the core identities are the foundation when positioning and both Nordea and SEB are well aware of their core identities and they are using them when positioning their brand.
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 the company will succeed or not.

A successful brand is extremely hard to copy since two exactly similar brands do not exist. With a strong brand you create positive associations and form emotional relationships with customers.

The purpose with this paper was to nvestigate how banks in the Swedish market explain their brand identity and how they use their brand identity when positioning themselves. Furthermore the authors have investigated the differences in that matter between two of the leading banks in Sweden.

This was done through a comparative case study 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 been conducted to collect information that was suitable for our stated problem.

The results showed that both Nordea and SEB explain their brand identity according to the different aspects that the theory states and they understand the importance of brand identity.

When building brand identity it is important to be aware of the different parts that the brand identity consists of. Both banks try to develop the different parts of the brand 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 the theory concerning positioning and positioning a brand.

The theory implies that the core identities are the foundation when positioning and both Nordea and SEB are well aware of their core identities and they are using them when positioning their brand.

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Published by: Customs Street Advisors on Mar 29, 2009
Copyright:Attribution Non-commercial

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11/06/2012

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 J
ÖNKÖPING
I
NTERNATIONAL
B
USINESS
S
CHOOL
 
 JÖNKÖPING UNIVERSITY
 
Brand strategy in the Swedishbanking industry
-A comparative study of Nordea and SEB
Bachelor Thesis in Business AdministrationAuthors: Christian AlgotsssonHenrik EdströmEmil FolkessonTutors: Olga SasinovskayaMaya PaskalevaJönköping January 2008
 
 
i
Acknowledgements
First we would like to thank our respondents Nordea and SEB for their time dedicatedto this thesis when conducting interviews and for answering the additional questionsthat occurred.Further we would like to thank our tutors Maya Paskaleva and Olga Sasinovskaya fortheir constructive criticism but also our discussant groups that provided us with relevantfeedback.Christian Algotsson Henrik Edström Emil Folkesson
 
 
ii
Bachelor Thesis in Business Administration
Title:
Brand strategy in the Swedish bankingindustry
Authors:
Christian Algotsson, Henrik Edström andEmil Folkesson
Tutor:
Maya Paskaleva and Olga Sasinovskaya
Date:
2008-01-09
Subject terms:
Brand, brand identity, positioning, Nordea,SEB.
Abstract
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.

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