Yoigo säljer inte motorcyklar. Det är sanningen.
En beskrivning av de kritiska variablerna vid byggandet av en varumärkesidentitet.
This essay in how to create a brand identity is a result of a case study of the Spanish mobilephone company Xfera and their new brand ?Yoigo?. Our object was to identify the critical variables in the process of building a brand identity. To achieve this we collected data about the company through several interviews with respondents with good insight in the company. The critical variables that we obtained by analyzing the interviews are presented in an empirical driven model. The result from the model was later compared to the existing theories concearning brand identity. The conclusion of the study is that brand identity is based upon two variables, message and graphic design. These two can be further divided into several themes that are critical to the process of creating a brand identity.