Comparing the brand image of two market leading pram brands - Bugaboo and Emmaljunga
Huttula, Tia; Nurminen, Peppi-Sisko (2017)
Laurea-ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705188844
https://urn.fi/URN:NBN:fi:amk-201705188844
Tiivistelmä
Brand image is one of the most significant factors affecting the success of brands. Information channels have a large impact on brand images, but there is many other aspects on branding.
Bugaboo and Emmaljunga are pram brands with different brand image. Emmaljunga is and old and traditional brand, whereas Bugaboo is a new and trendy brand. The case company Lastentarvike is selling Emmaljunga and helps with this research.
The main objectives of the thesis project are to study how pram purchasers perceive the brand image of Bugaboo and Emmaljunga, to clarify the factors that affect the decision-making process and to find the information channels customers use when searching for information about prams. The main emphasis is on brand image. The other topics are introduced more briefly.
The theoretical section focuses on branding. It explanes different areas that are important when creating a strong brand. The effect of information channels on branding and decision-making process are elaborated also in the theoretical section.
The research method used is quantitative method. An interview was carried out with Lastentarvike to gather background information and a questionnaire was published online to conduct this research. The questionnaire was designed in collaboration with Lastentarvike. The main areas the questionnaire gathered information about were the brand image of Emmaljunga and bugaboo, the factors that affect the decision-making process and the information channels the customers use when looking for information about prams.
The results show that Emmaljunga is more recognized among the respondents and it is recognized as an old and traditional pram. Bugaboo is considered to be a unique, trendy and modern pram and its logo was more liked. The official webpages of a baby store are the most important channel when searching for information about prams.
To maintain the good brand image of Emmaljunga Lastentarvike should make sure their webpage is up to date and this research should be redone in the future to ensure the reliability of these findings.
Bugaboo and Emmaljunga are pram brands with different brand image. Emmaljunga is and old and traditional brand, whereas Bugaboo is a new and trendy brand. The case company Lastentarvike is selling Emmaljunga and helps with this research.
The main objectives of the thesis project are to study how pram purchasers perceive the brand image of Bugaboo and Emmaljunga, to clarify the factors that affect the decision-making process and to find the information channels customers use when searching for information about prams. The main emphasis is on brand image. The other topics are introduced more briefly.
The theoretical section focuses on branding. It explanes different areas that are important when creating a strong brand. The effect of information channels on branding and decision-making process are elaborated also in the theoretical section.
The research method used is quantitative method. An interview was carried out with Lastentarvike to gather background information and a questionnaire was published online to conduct this research. The questionnaire was designed in collaboration with Lastentarvike. The main areas the questionnaire gathered information about were the brand image of Emmaljunga and bugaboo, the factors that affect the decision-making process and the information channels the customers use when looking for information about prams.
The results show that Emmaljunga is more recognized among the respondents and it is recognized as an old and traditional pram. Bugaboo is considered to be a unique, trendy and modern pram and its logo was more liked. The official webpages of a baby store are the most important channel when searching for information about prams.
To maintain the good brand image of Emmaljunga Lastentarvike should make sure their webpage is up to date and this research should be redone in the future to ensure the reliability of these findings.