Measuring and Improving Customer-Based Brand Equity of a Non-Profit Organization Case Organization: MyData Global
Nguyen, Ngoc (2020)
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020112524264
https://urn.fi/URN:NBN:fi:amk-2020112524264
Tiivistelmä
The goal of this thesis is to measure and improve customer-based brand equity of a non-profit brand - MyData Global. The commissioning organization is a non-profit that works toward empowering individuals by improving their right to self-determination regarding their personal data. Building a strong brand has become a crucial task for organizations in both for-profit and non-profit sectors. Thus, this thesis aims to help the organization better understand and improve its brand.
The project tasks are (1) establishing the theoretical background of the study, (2) presenting the research method used for the thesis, (3) collecting and analysing data for the research, (4) summarizing, presenting recommendations for the brand, as well as limitations and suggestions for further study.
The theoretical section reviews definitions and studies related to brand in both commercial and non-profit sectors such as brand, brand personality, brand equity, customer-based brand equity, and brand resonance model.
The research adopted the survey strategy and quantitative method to collect and analyse data. A questionnaire was designed based on Keller’s Brand Resonance Pyramid and other theoretical factors. It was then was sent out as an online self-administered survey to stakeholders who at least knows about the brand. In total, 56 responses were collected and analysed.
The findings reveal that the overall brand resonance of MyData Global is at the above moderate level. Based on the results, a brand resonance pyramid (customer-based brand equity pyramid) was constructed for MyData Global. The author analysed the strengths and weaknesses of each brand building blocks in the created pyramid. Afterward, recommendations for improvement in different aspects are presented. In general, MyData Global should build a long-term brand strategy to build a stronger brand to addresses diverse stakeholders, satisfy their expectations, and improve their experiences with the brand. The thesis has significantly strengthened the author’s knowledge about research, branding in the commercial and non-profit sector, and especially brand building.
The project tasks are (1) establishing the theoretical background of the study, (2) presenting the research method used for the thesis, (3) collecting and analysing data for the research, (4) summarizing, presenting recommendations for the brand, as well as limitations and suggestions for further study.
The theoretical section reviews definitions and studies related to brand in both commercial and non-profit sectors such as brand, brand personality, brand equity, customer-based brand equity, and brand resonance model.
The research adopted the survey strategy and quantitative method to collect and analyse data. A questionnaire was designed based on Keller’s Brand Resonance Pyramid and other theoretical factors. It was then was sent out as an online self-administered survey to stakeholders who at least knows about the brand. In total, 56 responses were collected and analysed.
The findings reveal that the overall brand resonance of MyData Global is at the above moderate level. Based on the results, a brand resonance pyramid (customer-based brand equity pyramid) was constructed for MyData Global. The author analysed the strengths and weaknesses of each brand building blocks in the created pyramid. Afterward, recommendations for improvement in different aspects are presented. In general, MyData Global should build a long-term brand strategy to build a stronger brand to addresses diverse stakeholders, satisfy their expectations, and improve their experiences with the brand. The thesis has significantly strengthened the author’s knowledge about research, branding in the commercial and non-profit sector, and especially brand building.