dc.description.abstract | 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. | nb_NO |