Analyzing the brand image and brand identity of Korkeasaari Zoo

Abstract

This thesis was commissioned by Korkeasaari Zoo with the purpose of providing Korkeasaari with concrete information and analysis of how well the zoo’s brand identity and brand image match, as well as search for suitable business partners that could help with matching the Zoo’s brand identity and brand image better. The methodology used in this thesis is quantitative.

The results showed that while some parts of the Zoo’s brand identity came through to their brand image, there are some aspects, such as internationality and sustainability, that the consumers don’t acknowledge or know about. The brand image of the Zoo was fairly similar when comparing different age groups.

Korkeasaari Zoo is quite active in social media and on their website, where consumers can read articles about the work done in the Zoo. Both, the Zoo’s social media and their website could be good platforms for promoting the important aspects of their brand identity that are less associated with the Zoo by consumers.

Some of the results and suggestions are confidential and are therefore excluded from the public report.