ATT BYGGA OCH ÖVERFÖRA VARUMÄRKEN TILL INTERNET - En kvalitativ fallstudie av Getinge Infection Control och von Braun Sports Cars
Title: To build and transport brands to the Internet ? A qualitative case study of Getinge Infection Control and von Braun Sports Cars. Seminar date: 2009-06-09. Course/ subject: FÖ6016, Degree Project Undergraduate level, 15 University Credits Points (ECTS). Authors: Kristoffer Eriksson and Erik Kaplar. Advisor: Navid Ghannad. Key words: Branding, I- branding, Internet Marketing, Internet, Getinge Infecton Control and von Braun Sports Cars. Purpose: The degree project purpose is to gain better knowledge and get greater understanding in how the banding process in B2B and B2C is followed out. We will examine if there is any differences between the two contexts and examine why. Finally we will examine and try to get a greater knowledge in how the companies transport their brand to the Internet. Theoretical perspectives: The theory opens with the differences between the business contexts B2B and B2C. This is followed by Bergstrom?s (2000) and Melin?s (2006) theories of classical branding and finally how this is transported to the Internet with the 7C model. Methodology: In order to pursue our purpose a qualitative case study with a deductive effort has been chosen. The case study include two corporations that match our deliminations. Empirical foundation: Based on the theoretical perspectives the interviews has been performed with employees at both corporations. To the Getinge Infection Control case the corporations Brand manager and one of the project managers responsible for IT was interviewed. The second corporation is von Braun Sports Cars. The owner/ founder of the company and the CEO has been interviewed for the study. The two corporation?s homepages and one internal document has also been examined. Conclusions: The study shows that there are differences in both branding and how this is transported to the Internet. The differences are not based on the business contexts but rather on other factors like size, resources and priorities within the corporations. The study also emphasizes the importance of basic branding before it can be transported to the Internet.