Strategic Brand Building for the Fashion Company Bizzarro in Finland
Simonova, Anna (2019)
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The importance of having a strong brand is becoming increasingly important in the modern business environment. Due to increased competition and customer demands, many companies struggle to compete. In order to diversify, Bizzarro wants to develop a new niche brand, – Cuvee, and enter the Finnish market. To help the case company achieve its goal, the main objective of this thesis is to create a comprehensive brand building manual that helps Cuvee to start progressing with its branding strategy. For this reason, the thesis is a product-based thesis developed for a company operating in the field of female fashion. This thesis is a study of brand building that focuses on two core processes required for successful brand development. These are a strategic brand analysis and a 6-step brand building model. Based on these models, the manual also combines the theoretical framework strategies with modern day marketing and consumer trends to provide comprehensive, well-structured and clear guidelines. Additionally, the manual visualises and summarises all the strategies and trends discussed in this thesis. The implementation of the manual is not included in this project. Instead, it is left for Cuvee’s consideration. To achieve the main objective of this thesis, a wide range of methods was used for each specific project task. Secondary research, email interviews, qualitative research, benchmarking and competitive analysis are some of the methods that were utilised in this study. The ultimate outcome of this thesis is a brand building manual that summarises all of the key findings and provides clear guidelines for the case company.