Svenska varumärkens kulturella värden
Background: Today many companies are competing to get space in our minds. Companies spend a tremendous amount of money on building strong brands. It is not just about making us aware of their logo, today it?s more about giving the brand a ?soul? and to load it with different values. Due to today?s globalization there is also interesting to look at it from a cultural perspective. To export a brand name into a new market abroad is not the same as just transferring your knowledge and believe it should work in another country and culture. A brand is consciously and unconsciously loaded with values, especially cultural values. In Sweden there are values typically Swedish that might not be obvious to you but still follow us. These values might not fit the new market the company is entering, therefore some values might get left behind, while others are easily transferred to another country. We therefore find it very interesting to study these cultural values. Purpose: The purpose with this essay is to describe which cultural values Swedish company?s brands intend to communicate abroad. Performance: We have done a qualitative study. Our empirical study is based mainly on personal interviews. The frames of references are based on well established theories within the brand- and cultural field. Result: Our study showed that Swedish companies load their brands with the four values; quality, reliability, simplicity and modern&innovative. We also found that the Swedish culture is reflected in these values, in both national-, business- and corporate culture.