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Branding Technical Services: a case study on SWECO’s brand

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The economical structure has suffered a great change over the past decades; the service industry has exploded into a dominant force in the western world. Therefore, the idea of services marketing is relatively new. Although a growing number of service firms are realizing the significance of marketing and branding, you may still find technical service businesses that have not adapted the concept. The consultancy firm SWECO, which will be the case study, is one of them. The objective with this dissertation is to analyze the significance of branding for technical service firms and just how they do to enhance their image and brand. The research issue has been examined with the help of electronic surveys. As further assistance, three theoretical models has been used as instruments for the analysis. The research reveals that SWECO is a relatively unknown company. Even though company is operating in an international arena, it has not designed a marketing strategy. The conclusions attained illustrate the need for creating strong brands for technical service companies since the 7 P’s of services are insufficient as marketing tools. The highly perceived quality of the company’s services and their financial strength offer the company good prerequisites for marketing their brand internationally….

Contents

1. INTRODUCTION
1.1 BACKGROUND
1.2 PROBLEMDISCUSSION
1.3 QUESTIONS AT ISSUE
1.4 PURPOSE
1.5 DEMARCATION
1.6 OUTLINE OF THE THESIS
2. METHODOLOGY
2.1 POSITIVISM VERSUS HERMENEUTICS
2.1.1 Research Strategy
2.2 SAMPLINGMETHODS
2.2.1 Selection of Sampling Method
2.3 DATA COLLECTION
2.3.1 Primary Data
2.3.2 Secondary Data
2.4 RELIABILITY
2.4.1 Application of Reliability
2.5 VALIDITY
2.5.1 Application of Validity
3. THEORETICAL FRAMEWORK
3.1 SERVICE QUALITY
3.2 BRAND JUDGEMENTS
3.2.1 Brand Quality
3.2.2 Brand Credibility
3.2.3. Brand Consideration
3.2.4 Brand Superiority
3.2.4 Brand Superiority
3.3 BRAND LEADERSHIP
3.3.1 The Organizational Challenge
3.3.2 The Brand Architecture Challenge
3.3.3 The Brand-Building Program Challenge
3.3.4 The Brand Identity and Position Challenge
3.4 PREVIOUS RESEARCH
4. EMPIRICAL DATA
4.1 SWECO
4.2 EMPIRICAL RESULTS
4.3 ANALYSIS
4.3.1 Analysis of Technical and Practical Services
4.3.2 Analysis of Image
4.3.3 Analysis of Quality
4.3.4 Analysis of SWECO’s Brand Leadership
4.3.5 Analysis of Accenture’s Brand Promotion
5. FINDINGS AND IMPLICATIONS
5.1 CONCLUSIONS
5.1.1 Technical Services’ Price-inelasticy
5.1.2 International Marketing Strategy
6. DISCUSSION
6.1 CRITICAL REVIEW…

Source: Sodertorn University

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