Markenanpassung vor dem Hintergrund des Wertewandels der Gesellschaft : eine indikatorenbasierte Analyse am Beispiel der schwedischen Marke Oatly
Brand adjustment against the background of the company's changing values : an indicator-based analysis using the swedish brand Oatly as an example
- This bachelor thesis deals with how brands can successfully position themselves against the background of a change of values in an affluent society. The swedish brand Oatly is used as an example and its success factors are investigated. Finally, qualitative interviews are used to analyse the sustainable development of a brand identity and the successful expansion into new markets.
| Author: | Elisa Haamann |
|---|---|
| Advisor: | Oliver Carlo Errichiello, Corinna Mühlhausen |
| Document Type: | Bachelor Thesis |
| Language: | German |
| Year of Completion: | 2020 |
| Granting Institution: | Hochschule Mittweida |
| Release Date: | 2024/02/01 |
| GND Keyword: | Markenpolitik; Wertwandel; Gesellschaft |
| Note: | Printexemplar Präsenzbestand |
| Institutes: | 06 Medien |
| DDC classes: | 658.827 Markenpolitik, Markenimage, Markenwert |
| Open Access: | Innerhalb der Hochschule |
| Licence (German): |  Urheberrechtlich geschützt |
