Samenvatting

This thesis is concerned with the ingredient branding of the Bluetooth brand. Chapter one and two of this thesis contain the introduction to the Bluetooth Special Interest Group - an owner of the Bluetooth brand and the Bluetooth wireless technology. Furthermore, it evaluates the Bluetooth brand knowledge and discusses the prior and current communication activities launched by the Bluetooth SIG in order to increase the consumer awareness and familiarity with the Bluetooth enabled devices. A chapter three contains an ingredient branding strategy for Bluetooth, identifies the target groups, and defines the messaging, objectives and the tools and tactics. Furthermore, it also includes a budget for the branding campaign.