Cyberbranding of Swedish Stock Photography Agencies
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
This study intends to find out how Swedish stock photography agencies use the Internet and specifically their websites as tools for building their brands.
Lately more and more specialized stock agencies are emerging and due to the digital revolution these agencies are almost solely Internet based. Thus online-branding tools and strategies are especially important in order to survive in this competitive market. Even though there are plenty of dot-com companies out there running an Internet-only stock agency is a rather new way of conducting business. Thus the author is of the opinion that there is a limited research on the subject.
A qualitative research method was chosen as the research problem demanded in-depth information in order to reveal the studied area. Three stock agencies, Folio, Miro and Picturo, were sampled and in order to obtain the necessary information telephone interviews were conducted.
According to existing marketing literature the theory section is built up of the three basic foundations: Brand building, the Internet and One-to-one marketing.
Moreover the theory chapter in this study intends to function as a framework in the process of gaining new information about this business area. That is also the reason why the study is built up on an inductive scientific approach without testing an already existing theory model.
The analysis concludes that none of the examined companies utilizes the power of the Internet and its features to a satisfying extent. Partly they do not even provide standard tools and thus creating a strong bond between the company and the customer is made difficult. The author argues that in order to become an innovative and dynamic company it is crucial to have an effective, well-designed and easy to use website. Hence it is not only important to have an esthetical appealing site but also one that provides a high level of service and one-to-one tools. To be ahead of time as well as to be sensitive for technologies on the rise is especially important for stock agencies, as they now almost solely are web-based. To sum up existing technology should be used to it’s fullest extend in order to create a professional website and strong online-brand building tools.
Place, publisher, year, edition, pages
Umeå: Handelshögskolan vid Umeå universitet , 2007. , 93 p.
Stock photography agency, marketing, brand building
Bildbyrå, marknadsföring, varumärkesbyggnad
Economics and Business
IdentifiersURN: urn:nbn:se:umu:diva-1268OAI: oai:DiVA.org:umu-1268DiVA: diva2:140569