... development, market introduction and market adoption. As regards brand awareness, the analysis will be based on a combination of the traditional view defended by Aaker concerning brand awareness, and ... phenomenon. Usually, one case implies a one case company, although Yin (2009) discusses the embedded case design, where the main case can contain several intertwined sub-cases. For example, one and ... another person. In this thesis, an investigation will be made concerning whether or not the company X in the case study can distinguish any advantages in using social media to create brand awareness,...