Acne Jeans and Brand Associations
- A Study of the Coherency Between the Brand Identity and the Brand Image
Department of Business Studies 2nd of June 2008 Supervisor: Mr. Nils Kinch
First and foremost, we would like to seize the moment and express our appreciation to our supervisor Mr. Nils Kinch for his constructive criticism and encouragement throughout the execution of this thesis. We would also like to take the occasion to extend our sincere thanks to all of you participating in the pre-test of our questionnaire. Your critical remarks were of highest importance for our research. In conclusion, We would like to, once again, thank you for your support and trust!
Uppsala, 2nd of June, 2008
In recent years, the successful expansion of Swedish fashion companies have mainly relied on their ability to turn fashion into brands. However, when companies grow it seems to be difficult to maintain the original brand identity as well as to establish a unique brand image in the mind of the consumers. With regard to this matter the purpose of our thesis was to investigate the brand image of Acne Jeans. Our ambition was to examine to what extent the brand image coincided with the brand identity and if brand associations differed between different consumer segments. In order fulfill our purpose, we have conducted a questionnaire study on a sample of 130 students at Stockholm University. The findings of our study show that the brand image of Acne Jeans did not coincide with the brand identity regarding the aspects of individuality and innovativeness. We further concluded that there were several differences between the associations of those in possession of Acne apparel and those who did not own any Acne items. Finally, the associations of early adopters were investigated. The result indicated that the brand associations in...