Customer Brand Awareness

Topics: Brand, Brand management, Marketing Pages: 48 (14998 words) Published: August 24, 2013


Authors: Kris Ayadiani & Timothy Enadeghe Supervisor: Bertil Olsson
Examiner: Sabine Gebert Persson
Course: Business Administration
Credit: 15 ECTS

Acknowledgment Writing a thesis project requires inspiration, energy, and assistance from others. We would first of all thank God for giving us the inspiration and energy to write this project and we would also like to say a big thank you to our friends and colleagues who assisted with materials when writing this project. We would also like to express our profound gratitude to our supervisor, Bertil Olsson for his supervision and guidance throughout the course of writing this project. We are very grateful to him for his help and advice. Our sincere gratitude also goes out to the manager of Willys who created out time from his busy schedule to grant us audience. We also want to express our gratitude to the school librarians who were very helpful in assisting us with materials for this project.


SUMMARY This thesis is on Consumers Brand Awareness, a case study of Willys grocery store. The purpose of this thesis is to investigate the cause of the limited awareness of Garant brand a newly introduced brand of Axfood (the parent company of Willys) sold at Willys shops. This brand seems not to be well known to some customers of Willys and the researchers have deemed it possible to investigate the cause of the limited awareness of this brand and the step Willys is taking to create more awareness for the brand. This thesis applied theoretical concepts of brand awareness, brand loyalty, perceived quality, consumer decision model, integrated marketing communication (IMC), and strategic planning process. These theories were applied to examine the various communication tools that can be used to improve the awareness of “Garant brand” among Willys customers. Our analysis was based on the primary and secondary data collected. The primary data was gathered through a questionnaire survey shared among various categories of Willys customers in Falun and Borlänge respectively, and the personal interview conducted with Willys manager in Falun. The secondary data collected were from textbooks, academic journals, previous thesis, and websites. The empirical findings have been presented in details and analyzed with the help of theoretical ideas. The analysis and results obtained from the survey and interview focused on the importance of information, marketing communication tools, brand awareness, brand loyalty, perceived quality and implementation of strategic planning process. The cause of the limited awareness of “Garant brand” has been evaluated and the conclusion and recommendation of this project have been provided in the end.


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