Roadmap for Branding an Industry: Case LVI-Tekniset Urakoitsijat LVI-TU ry
Hiltunen, Pipsa (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052712049
https://urn.fi/URN:NBN:fi:amk-2019052712049
Tiivistelmä
The objective of the thesis is to create a roadmap for branding HPAC construction industry within real estate and construction cluster. The roadmap will act as a tool and guideline in the brand building process for the case organization – LVI-Tekniset Urakoitsijat LVI-TU ry – which is also the subscriber of the thesis. LVI-TU attends to overall branding process while its member companies act as collaborators.
In the thesis it is contemplated whether an industry can be branded using HPAC construction as a case study. Current stakeholder perceptions of HPAC construction show insufficient appreciation and position within real estate and construction cluster. With a stronger industry brand HPAC construction could fill the expectations and meet the challenges set by stakeholders, environment and techological development, improve its position within the cluster, and present itself as a tempting alternative for career choice.
During the literature review the concepts of corporate culture, brand and communication, stakeholder identification and engagement are evaluated with the context of research outcomes. Review confirms the importance of corporate culture and stakeholders’ image in brand building and especially defining brand vision, as well as the importance of stakeholder engagement. Hence the roadmap for branding an industry is based on the VCI Alignment Model (Hatch & Schultz 2008) as it combines organization’s vision, current culture and stakeholders’ images.
The empirical research consists of various data collection methods and result analysis. According to executed websurvey a majority of respondents consider HPAC contractors honest and trustworthy; and that they produce services with good quality-price ratio. Respondents described HPAC construction as a professional, traditional, old-fashioned and profitable industry. As valued features in HPAC, respondents mentioned quality and price level, responsibility and honesty, sustainability and service-oriented approach. Members considered that LVI-Tekniset Urakoitsijat LVI-TU ry has succeeded reasonable well to improve the position of HPAC construction by its communication actions.
To define industry culture preferences, brand attributes and vision a workshop was arranged. During the workshop brainstorming method was used to define the desired HPAC brand as following: HPAC construction prioritizes good customer service and operational quality. Customers and other stakeholders regard HPAC construction as a professional partner. It is also considered as a desirable employer.
During roadmap creation process six stakeholder groups were identified along with stakeholder related brand objectives and message alignment, as well as the mix communication tools which enable engagement towards the industry brand. The roadmap consists of brand base building, brand building and maintenance. The brand base building estimated start is August 2019.
In the thesis it is contemplated whether an industry can be branded using HPAC construction as a case study. Current stakeholder perceptions of HPAC construction show insufficient appreciation and position within real estate and construction cluster. With a stronger industry brand HPAC construction could fill the expectations and meet the challenges set by stakeholders, environment and techological development, improve its position within the cluster, and present itself as a tempting alternative for career choice.
During the literature review the concepts of corporate culture, brand and communication, stakeholder identification and engagement are evaluated with the context of research outcomes. Review confirms the importance of corporate culture and stakeholders’ image in brand building and especially defining brand vision, as well as the importance of stakeholder engagement. Hence the roadmap for branding an industry is based on the VCI Alignment Model (Hatch & Schultz 2008) as it combines organization’s vision, current culture and stakeholders’ images.
The empirical research consists of various data collection methods and result analysis. According to executed websurvey a majority of respondents consider HPAC contractors honest and trustworthy; and that they produce services with good quality-price ratio. Respondents described HPAC construction as a professional, traditional, old-fashioned and profitable industry. As valued features in HPAC, respondents mentioned quality and price level, responsibility and honesty, sustainability and service-oriented approach. Members considered that LVI-Tekniset Urakoitsijat LVI-TU ry has succeeded reasonable well to improve the position of HPAC construction by its communication actions.
To define industry culture preferences, brand attributes and vision a workshop was arranged. During the workshop brainstorming method was used to define the desired HPAC brand as following: HPAC construction prioritizes good customer service and operational quality. Customers and other stakeholders regard HPAC construction as a professional partner. It is also considered as a desirable employer.
During roadmap creation process six stakeholder groups were identified along with stakeholder related brand objectives and message alignment, as well as the mix communication tools which enable engagement towards the industry brand. The roadmap consists of brand base building, brand building and maintenance. The brand base building estimated start is August 2019.