Creating an enhanced brand identity for Department Y within Company X
Cugal, Anna Rose (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-2020120526325
https://urn.fi/URN:NBN:fi:amk-2020120526325
Tiivistelmä
This bachelor’s thesis was carried out as a project for Department Y which is a part of a larger organization, Company X. Both Company X and Department Y are operating in the B2B field. The objective of this thesis was to create an en-hanced brand identity for Department Y within the limitations of the brand of Company X to gain brand awareness and increase its competitive edge. To ensure the privacy of the commissioner, this thesis contains a separate brand identity guide which is not published. The brand identity creation process is described in this thesis, however detailed results are only seen in the separate brand identity guide.
The main research question was “How to create an enhanced but consistent identity for Department Y within Company X?”. Supporting research questions were the following: What are the essential parts of the brand identity of Com-pany X? How to define the brand identity of Department Y? How do the cus-tomers view Company X and Department Y? The research questions are an-swered by using relevant literature and branding theories.
The brand identity creation process for Department Y was guided by the Brand Identity Planning Model (Aaker 2010). Qualitative research approach was uti-lized in this thesis. The research structure was built around the research ques-tions and the branding frameworks chosen. Qualitative interviews were con-ducted for three different target groups: Department Y team, Company X key employees, and key customers
A brand identity, which takes the key brand elements of Company X into ac-count, was created for Department Y through this thesis. In result, the value proposition of Department Y was also established. The research conducted gathered information about the competitors and the target customers. These are shown in the separate brand identity guide.
The main research question was “How to create an enhanced but consistent identity for Department Y within Company X?”. Supporting research questions were the following: What are the essential parts of the brand identity of Com-pany X? How to define the brand identity of Department Y? How do the cus-tomers view Company X and Department Y? The research questions are an-swered by using relevant literature and branding theories.
The brand identity creation process for Department Y was guided by the Brand Identity Planning Model (Aaker 2010). Qualitative research approach was uti-lized in this thesis. The research structure was built around the research ques-tions and the branding frameworks chosen. Qualitative interviews were con-ducted for three different target groups: Department Y team, Company X key employees, and key customers
A brand identity, which takes the key brand elements of Company X into ac-count, was created for Department Y through this thesis. In result, the value proposition of Department Y was also established. The research conducted gathered information about the competitors and the target customers. These are shown in the separate brand identity guide.