Increasing Brand Knowledge Through Efficient Brand Implementation

Abstract

Bringing a brand vision to life through efficient brand implementation efforts that support the delivery of a brand promise is crucial to creating a strong brand. The objective of the thesis was to find out if conducted brand implementation efforts had been efficient in increasing the brand knowledge of the customers of Ahooy Creative. To determine whether the conducted brand implementation efforts had been efficient in increasing the brand knowledge of the customers of Ahooy Creative, an online survey research was conducted. The survey examined the customers’ brand awareness and brand associations. The survey was distributed through a mass e-mail, and in total, 132 respondents were gathered. The results showed that the brand awareness of the client company’s customers is at a sufficient level in terms of brand recognition and brand recall. The most efficient external communication channels appeared to be word-of-mouth marketing, personal selling, and social media marketing. The customers’ brand imagery-related associations were relatively consistent with the brand identity, and brand performance-related associations indicated that customers were quite satisfied with Ahooy Creative’s performance. After careful processing and analysis of the data, it was concluded that the conducted brand implementation efforts have been relatively efficient in increasing the brand knowledge of the customers of Ahooy Creative.