Varumärkesidentitet i tjänsteföretag
strävan efter ett gemensamt ledmotiv
Background: Literature regarding brand identity within the service industry is relatively under developed. As a result one theory is used for both the service and product brands, even though there is a significant difference between a product and a service. As a result of this, the brand identity within the service industry has consequences. Purpose: The purpose of this thesis is to contribute to the brand identity within the service industry. This is done by focusing on how and why this work is done. Accomplishment: Empirical data have been gathered through interviews with relevant people. Result: The fundamentals of a brand identity are the same within the service industry as the product industry. The foundation for both industries is to stipulate the identity by recognizing the values which makes the company unique and competitive. The employees within these companies are a major part of the brand identity as they are the ones to influence it the most. Up to this statement current theories are accurate but when it comes to the correspondence between brand identity and corporate culture there aren?t enough theoretical support to find. In order to come a step further integration of organization theory and marketing is required.