Brand (re)birth - A case study of the company BDS and their internal brand evolution

摘要

The purpose of this study is to determine how the brand image BDS has evolved internallythroughout the company’s history and how the values are reflected in the process. Mostresearch done within the field of brand evolution is conducted by case studies as it providesunique insights within different aspects of brand evolution. The concept of a brand is closelylinked to value- in this study examined as company values and brand value are essential forbrand development. Following a practical model elaborated by Mary Goodyear we analysethe brand evolution steps taken by BDS. The undertaken research represents a qualitativecase study. The data was collected from the company BDS and analysed according to twotraditions within the field of semiotics- Ferdinand de Saussure and Charles Sanders Peirce.In conclusion, we found that BDS has evolved in a slow pace throughout the years due to acomplex history throughout the years. Only in 2009 they acquired a clear brand image whichmade BDS a stronger brand.