En Absolut Ikon – Att Se Bortom Etiketten 1
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En Absolut ikon – Att se bortom etiketten 1 EN ABSOLUT IKON - ATT SE BORTOM ETIKETTEN FEKH95: Examensarbete Kandidatnivå Lunds Universitet Företagsekonomiska Instutionen 2012-01-12 Handledare: Författare: Clara Gustafsson Fabian Frankenius 870622-3594 Viktor Siewert Holkert 880415-5219 Joel Sverneborn 860214-5172 En Absolut ikon – Att se bortom etiketten 2 Sammanfattning Examensarbetets titel: En Absolut ikon – Att se bortom etiketten Seminariedatum: 2012-01-12 Ämne/Kurs: FEKH95 Företagsekonomi: Examensarbete kandidatnivå, 15 Högskolepoäng Författare: Fabian Frankenius, Viktor Siewert Holkert och Joel Sverneborn Handledare: Clara Gustafsson Fem nyckelord: Ikon, Varumärken, Myt, Brand Equity, Äkthet. Syfte: Hur kan vi förbättra vår förståelse kring ikoniska varumärkens uppbyggnad i en global värld? Metod: Uppsatsen bygger på en kvalitativforskningsmetod, där vi valde att använda en fallstudie. Företaget vi valt att arbeta med är Absolut Vodka. Fallstudien bygger på intervju och en enkätundersökning av företaget. Teoretiska perspektiv: Vi har valt att beskriva ikonuppbyggnad inom varumärkesstrategi. Vi har belyst de teorier som främjar varumärkesstärkande åtgärder. Empiri: Vi har genom empirisk fakta och med hjälp av intervju fått den insikt vi behövde i fallföretaget. Vi har valt att beskriva hur företaget arbetar med hjälp olika teorier som finns inom ikonforskningen. Resultat: Vi har kommit fram till att starka varumärken byggs utifrån brand equity för att sedan genom äkthet och mytskapande kunna potentiellt nå ikonstatus. En Absolut ikon – Att se bortom etiketten 3 Abstract Title: An Absolut icon – To see beyond the label Seminar date: 2012-01-12 Course: FEKH95 Business Administration: Degree Project Undergraduate level, 15 University Credit Points (UPC or ECTS-er) Authors: Fabian Frankenius, Viktor Siewert Holkert and Joel Sverneborn Advisor: Clara Gustafsson Key words: Icon, Brands, Myth, Brand Equity, Authenticity. Purpose: How can we improve our understanding of the build-up of iconic brands in a global world? Methodology: The essay is based on a qualitative research method, which we chose to use a case study. The company we chose to work with is Absolut Vodka. The case-study is based on interviews and a questionnaire survey of the company. Theoretical perspectives: We have chosen to describe the icon building process in brand strategy. We have highlighted the theories that promote the brand enhancement actions. Empirical foundation: We have chosen in a historical manner and with the help of an interview gained the insight we needed in our case study company. We have chosen to describe how the company function with the help of various theories that exist within the iconic brand research. Conclusions: We have found that strong brands are built on the basis of brand equity and then by authenticity and myth- making could potentially reach an iconic status. En Absolut ikon – Att se bortom etiketten 4 Innehållsförteckning 1. INLEDNING ....................................................................................................................................................... 6 1.1 BAKGRUND ..................................................................................................................................................... 6 1.2 PROBLEMDISKUSSION ..................................................................................................................................... 7 1.3 SYFTE .............................................................................................................................................................. 9 2. METOD ............................................................................................................................................................. 10 2.1 ÄMNESVAL ................................................................................................................................................... 10 2.2 FÖRKUNSKAP ................................................................................................................................................ 10 2.3 UNDERSÖKNINGSMETOD ............................................................................................................................... 10 2.4 FALLSTUDIE .................................................................................................................................................. 11 2.5 INTERVJU ...................................................................................................................................................... 12 2.6 ENKÄTUNDERSÖKNING ................................................................................................................................. 13 2.6.5 Urval .................................................................................................................................................... 15 2.7 Reliabilitet och validitet ............................................................................................................................... 16 2.8 DATAINSAMLING .......................................................................................................................................... 17 2.9 BEARBETNING & SAMMANSTÄLLNING .......................................................................................................... 17 2.10 STUDIENS GILTIGHETSANSPRÅK ................................................................................................................. 18 2.11 Disposition ................................................................................................................................................. 19 3. TEORI ............................................................................................................................................................... 20 3.1 TEORI INTRODUKTION ................................................................................................................................... 20 3.2 BRAND EQUITY ............................................................................................................................................. 20 3.2.1 Brand Management .............................................................................................................................. 22 3.2.2 Consumer behaviour ............................................................................................................................ 23 3.2.3 Aakers – Brand Equity Model .............................................................................................................. 25 3.2.4 Kellers CBBE-modell ........................................................................................................................... 27 3.3 SJU VANOR HOS EN IKON ............................................................................................................................... 29 3.3.1 Berättelser, story telling ....................................................................................................................... 29 3.3.2 Uppträda som en amatör ..................................................................................................................... 30 3.3.3 Att hålla sig till sina rötter ................................................................................................................... 31 3.3.4 Att älska det man gör ........................................................................................................................... 31 3.3.5 Market immersion ................................................................................................................................ 32 3.3.6 Vara ett med samhället ......................................................................................................................... 32 3.3.7 Indoktrinera medarbetare i företagskulturen ....................................................................................... 32 3.4 WHAT BECOMES AN ICON ............................................................................................................................. 32 3.4.1 Identity Brands ..................................................................................................................................... 33 3.4.2 Iconic Brands ....................................................................................................................................... 33 3.4.3 Mind-Share-branding ........................................................................................................................... 35 3.4.4 Emotional branding ............................................................................................................................. 36 3.4.5 Viral Branding ..................................................................................................................................... 37 3.4.6 Cultural Branding ................................................................................................................................ 38 3.5 TEORETISK REFERENSRAM ............................................................................................................................ 38 4. EMPIRI ............................................................................................................................................................. 40 4.1 ABSOLUT VODKAS HISTORIA ......................................................................................................................