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Branding through mobile applications: - A case study of Swedish campaign applications
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2013 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

We are a few years into a paradigm shift where mobile Internet usage around the world is increasing fast. Smartphones have in Sweden become the device a substantial proportion of the population have, and companies have seen them as a new way to communicate with consumers. This thesis is a case study of four smartphone applications issued by companies in brand building purposes. The applications are King of the slope by Vattenfall, Körklar? by SalusAnsvar, McWrap Go&Get by McDonalds and Många Sträckor Små by Lantmännen. Empirical materials are gathered through semi-structured interviews with people involved in the creation of each application. Results are then analysed based on what initial goals each issuer had set for the application with the aim of obtain learnings valuable to future application issuers. Findings have shown that the mindset when creating these applications has generally been short-term. This contradicts the nature of a mobile application and its purpose of strengthening a company’s brand, which usually is a long-term process. We advocate a more long-term mindset and a consumer-oriented standpoint instead of product- oriented when creating mobile applications for branding purposes. 

Place, publisher, year, edition, pages
2013. , 98 p.
Examensarbete INDEK, 2013:106
Keyword [en]
Mobile applications, Innovative marketing and branding, Brand awareness, Brand identity, Brand relationship, Mobile strategy
National Category
Media Studies
URN: urn:nbn:se:kth:diva-124094OAI: diva2:632741
Subject / course
Industrial Economics and Management
Educational program
Master of Science in Engineering - Industrial Engineering and Management
Available from: 2013-07-02 Created: 2013-06-25 Last updated: 2016-09-02Bibliographically approved

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