Brand Consultants: An Investigation from a Client Company Perspective
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The aim with this thesis is to ascertain and describe why a company chooses to hire a brand consultant and how the company perceives its work with the consultant with focus on knowledge transfer and handling of information. To fulfill the purpose, interviews have been conducted with both client companies that have cooperated with brand consultants as well as with brand agencies. In accordance with the demarcations, the study has been conducted only on the Swedish market to investigate the domestic conditions. The findings show that the main reasons for entering a cooperation with a brand consultant are that the company has a lack of knowledge or a need for different perspectives. Furthermore, the conception of the cooperation is very much based on how successfully one has managed to define the task for the project. Moreover, there exist a transfer of knowledge in these types of cooperations between the consultants and the clients. Finally, there are different views on whether the information needed to conduct the cooperation can be seen as sensitive company specific information or not. Still, there is a mutual trust between the parties.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-3153OAI: oai:DiVA.org:su-3153DiVA: diva2:192379