The Store – The Physical Place of Branding

The market of consumer goods has become saturated and in the superfluous range of goods it is necessary to be able to differentiate your products from the competitors’. To facilitate this, many products and services are attributed with additional qualities, such as feelings, status and personality traits. These attributes are included in the abstract concept of a brand. A brand is an essential medium of communication to the customers, transmitting the special characteristics which will differentiate the product or the service from others. The stores are the actual spot where the brand can be perceived and experienced in real life. The store will by its concrete and non-concrete means transmit feelings the customers will relate to the brand, and the store personnel are important as well as active messengers of the brand. Some of the most well-known companies today are multinational companies which sell retail products and have succeeded to create a world known brand, one of them is Apple. Apple has a renowned brand intended to represent quality, design and innovative thinking. They value and are conscious about their brand and thus care to maintain its good reputation.The purpose of this thesis is to analyze how Apple’s brand concept is transferred to their premium reseller stores, namely Macoteket, and also to discuss whether and how the brand is seen in the stores…


1. Introduction
1.1 Problem Description
1.2 Disposition
1.3 Delimitations
1.4 Definitions and Abbreviations
2. Method
2.1 Theory Base
2.1.1 Criticism of the Sources
2.2 Interviews
2.2.1 Store Personnel Interviews
2.2.2 Customer Interviews
2.2.3 Additional Interviews – Jonas Gustafsson, Country Sales Manager Apple, and Ian Carpelan, Sales Manager Macoteket Sweden
3. Theory
3.1 Branding
3.1.1 Why is Branding Important?
3.1.2 The Store
3.1.3. The Personnel
3.2 How is a Brand Transferred?
3.2.1 What is Knowledge and how is it Transferred?
4. Empirical Results
4.1 Apple
The Apple Brand
4.2 Results from Interviews with Personnel
4.2.2 The Personnel
4.2.3 The Relation between Apple and the Retail Stores
4.3 Results from Customer Questionnaires
5. Analysis and Discussion
5.1 The Personnel
5.2 The Store
5.4 Conclusions
6. Additional Remarks and Implications for Further Research
Literature and Articles
Internet Resources

Author: Karanikas, Lina,Öhman, Torun

Source: Uppsala University Library

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