publication . Bachelor thesis . 2013

Branding through mobile applications : - A case study of Swedish campaign applications

Vikström, Henrik; Zheng, Caroline;
Open Access English
  • Published: 01 Jan 2013
  • Publisher: KTH, Industriell ekonomi och organisation (Inst.)
  • Country: Sweden
Abstract
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 ar...
Subjects
free text keywords: Mobile applications, Innovative marketing and branding, Brand awareness, Brand identity, Brand relationship, Mobile strategy
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