Creating a brand identity for a new mattress brand : Case: Napsie by Studio Moderna
Lazareva, Svetlana (2016)
Lazareva, Svetlana
Jyväskylän ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121820917
https://urn.fi/URN:NBN:fi:amk-2016121820917
Tiivistelmä
The aim of this thesis was to study the concept of brand identity and its elements in order to outline a basic brand identity for the case brand. The study was conducted for the case company Studio Moderna and the case brand Napsie. The aim of the research was to study the concepts of brand, branding and brand identity. Furthermore, the research aimed at examining managerial tools and techniques that are used in brand identity creation process. Another aim of the research was to discover how a strong brand identity can
contribute to brand awareness and success of the brand. The research questions were the following: What is brand identity and what are its main elements? Which tools and techniques can be used to create brand identity? How brand identity can help to increase brand awareness? What is a basic brand identity of a Napsie brand?
The literature review consists of theory on concepts of brand, brand identity, brand personality. The research was qualitative with action research as a primary data collection method and interviews as source of primary data. Secondary data was collected through benchmarking. Miles and Huberman’s three steps flow model was used to analyse the data.
The results of the research provide an outline for basic brand identity of the case brand. The basic brand identity was presented with Kapferer’s Brand Identity Prism model. Brand personality was outlined with Aaker’s Brand Personality Scale Model and Mark & Pearson’s
Brand Archetypes System. Brand verbal identity was established and presented as a guideline for brand tone of voice and brand vocabulary. Based on the results and research findings, recommendations for future research on brand image have been made.
contribute to brand awareness and success of the brand. The research questions were the following: What is brand identity and what are its main elements? Which tools and techniques can be used to create brand identity? How brand identity can help to increase brand awareness? What is a basic brand identity of a Napsie brand?
The literature review consists of theory on concepts of brand, brand identity, brand personality. The research was qualitative with action research as a primary data collection method and interviews as source of primary data. Secondary data was collected through benchmarking. Miles and Huberman’s three steps flow model was used to analyse the data.
The results of the research provide an outline for basic brand identity of the case brand. The basic brand identity was presented with Kapferer’s Brand Identity Prism model. Brand personality was outlined with Aaker’s Brand Personality Scale Model and Mark & Pearson’s
Brand Archetypes System. Brand verbal identity was established and presented as a guideline for brand tone of voice and brand vocabulary. Based on the results and research findings, recommendations for future research on brand image have been made.