Varumärkesbyggande inom småföretag

This thesis intended to examine how small enterprises within the retail industry work with brand building of their corporate name. More specifically it intended to examine how they do to choose corporate name and corporate logotype, and how they work to create a desired corporate image. A case-study was performed with three case-companies from different industries. The method was deductive as the empirics were brought in with starting-point in the theoretical frame of reference. The study showed that there are differences in the way small enterprises within the retail industry work with the brand-building of their corporate name. It also showed that the methods how small enterprises work to create a desired corporate image have many common multiples. Small enterprises mainly build a corporate image through factors as advertising, their employees´ acting and customer oriented service.

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