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- W567477827 abstract "In this paper, we provide results of a deductive and qualitative case study on a company's internal processes for successful branding efforts with a focus on how to identify, prioritize, apply and translate the impact of external trends into a successful and profitable premium strategy by describing and analyzing this work in two premium companies (Haglofs and BMW). The theoretical framework consists of the main concepts: trends, premium brands, brand extensions and market position. For the study, two empirical survey items were elected and relevant information concerning these were collected via two methods; partly through a qualitative semi-structured interview, and through document analysis. This is to investigate how premium business works along the structure and theoretical model/contribution identified in connection with the determination of the synthesis. Based on theory, we identified a number of conditions, and links related to a premium strategy. These conditions, as well as links, were later verified through an analytical induction. Recurrent sequences in the collected empirical data were declared by investigating companies industry-specific conditions but also how they were developing a premium strategy. The structure and links in order to develop a premium strategy were: to identify, prioritize and apply trends a to identify and develop value-adding attributes a then to adapt and develop the premium brand a and later to establish a premium channel with the purpose of making the brand available to a wider mass. These links were important conditions associated with a desired effect on a market position in the form of premium leadership." @default.
- W567477827 created "2016-06-24" @default.
- W567477827 creator A5076508353 @default.
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- W567477827 date "2014-01-01" @default.
- W567477827 modified "2023-09-27" @default.
- W567477827 title "Lönsam premiumstrategi? Laddavarumärket med rationella och emotionella värden till den breda massan : En kvalitativ undersökning om hur företag utvecklar en framgångsrik och lönsam premiumstrategi." @default.
- W567477827 hasPublicationYear "2014" @default.
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