Building Brand Equity on the Internet
Zhang, Ningfeng (2011)
Zhang, Ningfeng
Laurea-ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201105208971
https://urn.fi/URN:NBN:fi:amk-201105208971
Tiivistelmä
Today the development of technology and the application of the Internet have led to a free and global environment for the exchange of information, which enables the mass production to be implemented by any manufacturer and the same service to be offered in most places in the world. Companies are no longer able to obtain competitive advantages by only producing products or offering services, but also require branding to add more value to their products and services. Massidea.org, as a newly introduced social media platform, faces the inevitable competition with other companies who also provide social media services. It is necessary for Massidea.org to utilize the Internet to build brand equity and create more added value to their own service.
The main purpose of this thesis is to discover how to build and strengthen brand equity within the Internet environment by achieving a high level of brand awareness and creating a favourable and positive brand image, which are two major sources of brand equity. The key research question is to discover how to create strong brand equity by improving brand awareness and brand image utilizing the Internet as a tool, supported by other marketing communication tools.
The theoretical context of this paper is mainly based on theories of brand building and management, including Internet branding and marketing communication. As the thesis will focus on building brand equity online, the relationship between the different theoretical concepts will be discussed.
The research method used is that of quantitative research. The research questionnaire was designed following the theoretical concepts related to brand building and management, internet branding and marketing communication. The research was conducted within three universities of applied sciences that were willing to participate in the research process.
The research results reveal that Massidea.org has achieved only a low level of brand awareness and its public image is relatively inferior and negative. The main reasons for these problematic symptoms include the lack of utilization of multiple effective marketing communication options and the faulty performance of the service under the brand name.
In order to successfully build brand equity online, it is favourable if the case project team can realize the value and significance of utilizing the Internet for branding, but also use other supportive marketing communication options at the same time. Nevertheless, only relying on a high level of brand awareness and favourable public image will not be able to guarantee the success of the brand, and its service performance, which is at the core of a positive brand image, should be improved substantially.
The main purpose of this thesis is to discover how to build and strengthen brand equity within the Internet environment by achieving a high level of brand awareness and creating a favourable and positive brand image, which are two major sources of brand equity. The key research question is to discover how to create strong brand equity by improving brand awareness and brand image utilizing the Internet as a tool, supported by other marketing communication tools.
The theoretical context of this paper is mainly based on theories of brand building and management, including Internet branding and marketing communication. As the thesis will focus on building brand equity online, the relationship between the different theoretical concepts will be discussed.
The research method used is that of quantitative research. The research questionnaire was designed following the theoretical concepts related to brand building and management, internet branding and marketing communication. The research was conducted within three universities of applied sciences that were willing to participate in the research process.
The research results reveal that Massidea.org has achieved only a low level of brand awareness and its public image is relatively inferior and negative. The main reasons for these problematic symptoms include the lack of utilization of multiple effective marketing communication options and the faulty performance of the service under the brand name.
In order to successfully build brand equity online, it is favourable if the case project team can realize the value and significance of utilizing the Internet for branding, but also use other supportive marketing communication options at the same time. Nevertheless, only relying on a high level of brand awareness and favourable public image will not be able to guarantee the success of the brand, and its service performance, which is at the core of a positive brand image, should be improved substantially.