Silke Forlag : Building Brand Equtiy for a Publisher

2014

The purpose of this master thesis is to contribute to the knowledge about increasing

the brand equity for a publisher. More specifically the thesis emphases on the

communication the publisher sends out to consumers, in order to get the consumer to

be aware of the publisher when buying books. Making the consumer notice the

publisher and their values and not only the author or the book itself. Silke Forlag has

been chosen as the publisher to be analyzed for this case.

The theoretical framework for this study mainly focus on brands, brand equity and

brand knowledge. The first part defines and elaborates about brands, brand equity and

brand knowledge. The elements of brand awareness and brand image are also

explained. The second part focuses on how to manage and build brand equity through

different strategies and Keller´s (2008) guidelines for manage consumer based brand

equity and his pyramid is applied.

In order to map out todays situation, a qualitative research has been executed, where

both Silke Forlag and the end consumers have been interviewed. The collected data

have then been analyzed and systemized and viewed in the light of the theory. The

focus has been on what associations the consumers have towards the publisher.

From the findings in this thesis, Silke Forlag have done many things right in terms of

associations and having a unique focus, but the focus have not been strong enough on

the end users. It seems that consumer do not consider what publisher is behind the

book. It is more important for the consumers who have written the book and how it

looks. The research shows that Silke Forlag needs to be more active in marketing

themselves as a brand, in order to create resonance towards the consumers.