Building a brand through niche social networks for daylight dreamer society
Kesäläinen, Laura (2014)
Kesäläinen, Laura
Satakunnan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201401141318
https://urn.fi/URN:NBN:fi:amk-201401141318
Tiivistelmä
The purpose of this thesis was to build Daylight Dreamer Society’s brand and to position it into a newly formed niche social network. This study bridges the gap by proposing a branding strategy in the context of online social media platform. The brand will be the guiding principle of the company and will help in implementing the business strategy.
The theory part of this work is divided in two. First one is regarding to branding while the second part reveals the main aspects of niche social networks. In terms of branding, relevant aspects were examined; brand meaning and basic branding principles as one of the most valuable asset of a firm.
the most valuable asset of a firm. This dissertation has found that branding has a large impact on the process that takes place during user’s purchasing activities. As a direct result, users form meaningful links to a brand image, brand name or company that leads to the creation of user-brand relationship.
The theory also discussed the premises of niche social networks and the strategies to position a brand as a niche social network based on a lifestyle. The final product was then to apply the theories found on both
relevant topics to the newly formed online service.
The theory part of this work is divided in two. First one is regarding to branding while the second part reveals the main aspects of niche social networks. In terms of branding, relevant aspects were examined; brand meaning and basic branding principles as one of the most valuable asset of a firm.
the most valuable asset of a firm. This dissertation has found that branding has a large impact on the process that takes place during user’s purchasing activities. As a direct result, users form meaningful links to a brand image, brand name or company that leads to the creation of user-brand relationship.
The theory also discussed the premises of niche social networks and the strategies to position a brand as a niche social network based on a lifestyle. The final product was then to apply the theories found on both
relevant topics to the newly formed online service.