Brand benefits: Case XO boats
Colliander, Oliver; Syvälä, Eero (2018)
Colliander, Oliver
Syvälä, Eero
Haaga-Helia ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018112718606
https://urn.fi/URN:NBN:fi:amk-2018112718606
Tiivistelmä
The focus of our thesis focused on branding and benefits of a brand case the XO Boats.Mainly how XO Boats view their own brand emotional and functional benefits.We talk generally about what it is needed build a believable and a trusted brand and how a brand in whole is built. The things that we focused on what the core of building a brand are and how these can be achieved. Then we talk shortly what are the functional and emotional benefits of a brand and how these are important to understand so that marketing etc.can be focused on the right areas, with the understanding what the actual customer wants.The main goal of the thesis is to find out what is the current standing of the emotional and functional benefits of XO boats, from both the customer side and the company’s CEO’s views. Comparing this information will then give XO the knowledge what they need to do improve their brand within the boating industry.The Research we conducted was done as a qualitative research. We divided answers given to us by both segments into two different categories to understand better what improvements needed to be done so that XO would know what their customer segment wanted. An interview that was done with the CEO of the XO boats via telephone, so that we got a understanding how XO boats view their brand and then we interviewed the interviewee group via telephone to get a clear understanding of what the consumers actually wanted and what XO needs to do with their brand moving forward, to increase revenue and brand awareness.