Stakeholders view on organizational brand positioning Case: CoSpace Porvoo
van den Brom, Marcel (2020)
Lataukset:
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060517330
https://urn.fi/URN:NBN:fi:amk-2020060517330
Tiivistelmä
This thesis is a study about how brand equity is achieved in a co-working community by analyzing the various stakeholder views on organizational brand positioning.
The theoretical framework part of the thesis explains how brand identity, or intended brand, of the company can be different from the brand image, or perceived brand, by the stakeholders. This gap between intended and perceived brand can result in weaker brand equity. According to the framework designed by the author based on the literature review, the ways to reduce the gap is either increasing brand awareness through communication or enhance brand meaning through customer experience. Brand identity is divided into four aspects that enable the comparison of tangible and intangible brand associations.
The empirical part of the study is made on case CoSpace Porvoo. CoSpace Porvoo is a co-working company based in Porvoo with growth ambitions. The aim of the study is to understand the stakeholder perception of CoSpace Porvoo brand versus the intended brand of CoSpace Porvoo. The empirical study methods used are qualitative interviews and website and social media reviews as well as on-site and internal communication observations.
The discussion part of the study analysis the research results with the framework designed by the author. The analysis provides several tangible improvement points in the areas of brand communication as well as brand experience. Also, strategic brand analysis is suggested to solidify the brand identity and positioning. Suggestions for future research are proposed in the conclusions.
The limitations of this study are the lack of competitor study or customer study. Also, brand tracking or metrics are not used in this thesis.
The theoretical framework part of the thesis explains how brand identity, or intended brand, of the company can be different from the brand image, or perceived brand, by the stakeholders. This gap between intended and perceived brand can result in weaker brand equity. According to the framework designed by the author based on the literature review, the ways to reduce the gap is either increasing brand awareness through communication or enhance brand meaning through customer experience. Brand identity is divided into four aspects that enable the comparison of tangible and intangible brand associations.
The empirical part of the study is made on case CoSpace Porvoo. CoSpace Porvoo is a co-working company based in Porvoo with growth ambitions. The aim of the study is to understand the stakeholder perception of CoSpace Porvoo brand versus the intended brand of CoSpace Porvoo. The empirical study methods used are qualitative interviews and website and social media reviews as well as on-site and internal communication observations.
The discussion part of the study analysis the research results with the framework designed by the author. The analysis provides several tangible improvement points in the areas of brand communication as well as brand experience. Also, strategic brand analysis is suggested to solidify the brand identity and positioning. Suggestions for future research are proposed in the conclusions.
The limitations of this study are the lack of competitor study or customer study. Also, brand tracking or metrics are not used in this thesis.