Brand Heritage : Helping Strengthen the Brand Identity of Husqvarna Motorcycles

Brand Heritage : Helping Strengthen the Brand Identity of Husqvarna Motorcycles

Abstract: Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity. Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also...

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Bibliographic Details
Main Author: Gårdh, Victor
Format: Others
Language:English
Published: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management) 2009
Subjects:
brand heritage
brand community
retro brands
brand identity
brand image
Husqvarna Motorcycles
BMW Motorcycles
Morgan Motor Company
Triumph Motor-cycles
Business studies
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9825

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9825

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