Skapande och kommunikation av varumärkespersonlighet i svenska klädbranschen
BrandingBrand personalityCommunication of brandPersonalityBrandPersonality in status brandsBrand archetypes
The purpose with this thesis is to investigate how Swedish clothing companies create and communicate a personality for their brand. Case studies were conducted with three companies: Nudie Jeans, Koppartrans and J.Lindeberg. These firms can be considered as established clothing brands nationally as well as internationally. The study found that individualism, logotype and moral standpoints play an important role in the creation and the communication of a brand?s personality. Moreover, messages that are not under the control of the company, such as word of mouth and publicity, were considered more important than planned messages through media.