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Table Of Contents

1 Introduction
1.1 Background
1.2 Background Evening Tabloids
1.3 Background Aftonbladet
1.4 Background Expressen
1.5 Problem Discussion
1.6 Purpose
1.7 Research Questions
1.8 Delimitations
1.9 Outline of the Thesis
2 Frame of Reference
2.1 Concept of Branding
2.2 The Brand as an Asset
2.3 Brand Equity
2.3.1 Definition of Brand Equity
2.4 Aaker’s Brand Equity Model
2.4.1 Brand Loyalty
Figure 2.2 – The Value of Brand Loyalty
2.4.2 Brand Awareness
2.4.2.1 Nedungadi’s Memory-Based Choice Experiment
2.4.3 Perceived Quality
2.4.4 Brand Associations
2.4.4.1 Image and Positioning
2.4.4.2 Symbols and Logotypes
2.4.5 The Authors Interpretation of Aaker’s Brand Equity Model
2.5 Brand Portfolio Management
2.5.1 Brand Extension
Figure 2.6 – Extending a Brand Name
3 Method
3.1 Research approach
3.2 Research technique
3.3 Sample Selection
3.4 Performing the interview
3.5 Credibility of the respondent
3.6 Validity and Reliability
3.7 Reflection and Criticism
4 Empirical Study and Analysis
4.1 Brand Diversification
4.2 Name Awareness
4.3 Perceived Quality
4.4 Brand Associations
4.5 Brand Loyalty
5 Conclusion
6 Final Discussion
6.1 Suggestions for Further Research
References
Appendices
Appendix 1: English Questionnaire
Appendix 2: Swedish Questionnaire
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Published by Meghna Kamath

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Published by: Meghna Kamath on Apr 21, 2011
Copyright:Attribution Non-commercial

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01/09/2013

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