Understanding consumer brand knowledge in developing strong brands : case of Quosis Oy
Helin, Erik (2008-01-18)
Jyväskylän ammattikorkeakoulu JAMK University of Applied Sciences
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This research looks into the further development of the Quosis brand. Quosis desired the development of a strong brand which could bolster their growth into the market leader in the national open source software market. In a competitive market, utilizing the competitive advantages brought by a strong brand is a great way to differentiate from the competition and gain market share. Quosis had previously done some work on developing the brand through setting up a brand manual and carefully planning out the brand. However, no information existed regarding how well this brand strategy was working and how it was being accepted by customers and potential customers. This research focused on gaining an understanding of how familiar customers were with the Quosis brand and how they had perceived it. This was done by interviewing the company’s customer base to find out their brand knowledge regarding the Quosis brand. The results showed that the brand had not penetrated the customer base as well as possible. This could have been due to the complexity of the brand message keeping in mind the size of the company. A focused brand message could increase the penetration of the brand message and help customers connect Quosis with open source, utilizing secondary associations. The research is designed so that it can be repeated again at a later date to see whether or not the changes made have penetrated the customer base. This study into the Quosis brand may also be used at a later date as the basis for researching the consumer brand equity of the Quosis brand.