Double Branding: A case company study about having two brands simultaneously

Anders Bram Knudsen & Jesper Bjørck Andersen

Student thesis: Master thesis


Started as a hunch this thesis began with an investigation of whether a local supermarket in Dragør has two brands, one official (SuperBest) and one unofficial (Møller Jensen), and what the difference between these are. Grounded theory was selected as the primary method, as Grounded theory fits the agenda of the thesis, exploring customer attitudes and perceptions. To ensure that the hunch was a reality, a preliminary survey was performed proving that SuperBest in Dragør indeed did possess two brands, and that the brand of Møller Jensen had higher awareness amongst consumers in Dragør than the brand of SuperBest. An extensive qualitative research of several observations and five interviews was initiated to clarify the differences and similarities of consumer perceptions and attitudes towards the two different brands. A few similarities, such as the two brands having the same selection and service, were uncovered; nonetheless, many differences were discovered as well. Consumers have an emotional connection to Møller Jensen, while their connection to SuperBest was practical. Møller Jensen’s brand had a clear identity linked to a specific person, whereas SuperBest’s identity was vague. Additionally, Møller Jensen was not associated to a meat scandal which was the case with SuperBest. Investigating the general opinion, founded from the qualitative findings, the Grounded theory approach was substituted by a traditional survey and hypotheses approach. The qualitative findings served as a foundation for 10 hypotheses investigating the differences of the brands on the population of Dragør. Additionally, the value of each brand was included in the survey by questioning about customer loyalty and satisfaction the brands between. More than 500 responses were collected. Proving the findings of the qualitative research to be generalizable a clear difference between how people perceived SuperBest and Møller Jensen became clear. Additionally, the findings of the survey conclude that the Møller Jensen brand is more valuable in the aspects of customer satisfaction and customer loyalty, providing the supermarket with an opportunity by actively managing the Møller Jensen brand. This opportunity could be taken by initiating a marketing plan for Møller Jensen. Using a combination of both the ‘Consumer Based Brand Equity’ (CBBE) and DAGMAR model, different scenarios were presented, whereas one was chosen to represent the future marketing plan for SuperBest in Dragør. The marketing plan involves the supermarket to develop a new visual identity for Møller Jensen, a private label for the brand, and an individual loyalty card concept. These activities should be supported by an integrated marketing communication approach. An implementation of the marketing plan will ensure the supermarket to take advantage of the opportunity uncovered in this thesis.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2013
Number of pages342