Strategic Brand Creation for Yeti Nepal
Gautam, Sushil (2011)
Gautam, Sushil
Arcada - Nylands svenska yrkeshögskola
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011121918909
https://urn.fi/URN:NBN:fi:amk-2011121918909
Tiivistelmä
The thesis aims to create a strategic brand for a recently established restaurant called
Yeti Nepal that serves Nepalese food and is located at Helsinki. The new venture does
not have a clear brand positioning, brand promise and satisfactory awareness level at
the moment. The literature has been reviewed to highlight the process that begins from
a new brand creation to the strategic positioning of the brand in the market. The
techniques to increase the awareness to the level of brand are highlighted so that the
general reader and the entrepreneurs alike would understand the importance of the
brand. This thesis also provides the details of the problems faced in this endeavor of
creating a novel brand. . The problems have been identified mainly through conducting
interviews with employees and relevant stakeholders, performing field observation and
reviewing of the brand communications. A thorough SWOT analysis has been
performed followed by a brief study of competition to establish a robust brand
positioning. The thesis is concluded with the suggestions of concrete brand positioning
and the recommendation of techniques to increase the brand awareness level. For
creating a strategic brand, the limitation of resources appears to be the major hurdle.
Therefore a strategic use of the ubiquitous social media is highly recommended.
Yeti Nepal that serves Nepalese food and is located at Helsinki. The new venture does
not have a clear brand positioning, brand promise and satisfactory awareness level at
the moment. The literature has been reviewed to highlight the process that begins from
a new brand creation to the strategic positioning of the brand in the market. The
techniques to increase the awareness to the level of brand are highlighted so that the
general reader and the entrepreneurs alike would understand the importance of the
brand. This thesis also provides the details of the problems faced in this endeavor of
creating a novel brand. . The problems have been identified mainly through conducting
interviews with employees and relevant stakeholders, performing field observation and
reviewing of the brand communications. A thorough SWOT analysis has been
performed followed by a brief study of competition to establish a robust brand
positioning. The thesis is concluded with the suggestions of concrete brand positioning
and the recommendation of techniques to increase the brand awareness level. For
creating a strategic brand, the limitation of resources appears to be the major hurdle.
Therefore a strategic use of the ubiquitous social media is highly recommended.