Interaktionens betydelse mellan varuma?rken och konsumenter

In today?s society, people do not solely purchase a product for its promised use. Instead, a brand is purchased and along with that brand comes a variety of associations. The associations of a product?s brand are what contributes to the added value that, according to this study, is what distinguishes a brand?s power. In order to create a powerful brand and such positive associations amongst its consumers, this study demonstrates the importance of understanding how a brand?s interest group behaves in their choice of brand. The study investigates the significance of interaction between a brand and its consumers, as well as how such a connection can be utilized in the development of creative advertisement as part of a brand?s construction.Through an instrumental case study, aiming to analyze a specific case in order to discern more general questions within an area of study, Head and Shoulders was selected as a relevant brand to analyze on account of its creative promo using brand-ambassadors in order to change and strengthen its brand.The results of the study can be summarized in three parts. The first part concerns how respondents describe the brand Head and Shoulders and the conclusions of what specifics draw the consumer?s attention making the brand powerful or not. The second part covers how creative advertisement is a suitable manner for a brand to create a dialogue with its consumers and how the use of brand-ambassadors can broaden a brand?s target audience. The third and final part discerns the overall theme throughout all parts of the conducted interviews. This would be how a brand?s consumers are highly focused on their own behavior believing they are being judged by others. In other words, the important point of interest is the theory of impression management. 

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