Premium Brand Identity and value adding emotional storytelling

Abstract

This thesis is made into a case study as it has been commissioned by the ceramic tableware company Vaja Finland. The case owner wanted to research what the cornerstones of a Premium Brand on the Finnish market would look like, and how they themselves could be represented as one. Emotional storytelling was added to help them implement value adding marketing, this to get their customers excited about the Brand and what the company stands for. The researched theory contains what a Premium Brand is and how Brand identity affects the brand image and how it is affects the positioning on the market. Then following marketing- theory and tools like SWOT and the Marketing Mix was added to help get a clearer picture of where Vaja Finland´s Brand currently stands. The benchmarking model PCDL was implemented to get a picture of Vaja Finland´s competitors, and if some of their marketing techniques could help inspire Vaja Finland how they could update their own website / webshop and social media channels. Interviews with the case owner gave a picture of where the company currently stands and opened ideas for how and what kind of emotional storytelling could be used to add value into future advertisement campaigns. Based on the findings gathered via the marketing analyses, the author was able to create a personal Brand Identity Prism (designed by Kapferer) for Vaja Finland. Through it they will be able to see what their Premium Brand value cornerstones are and what kind of emotional storytelling could enhance or add value to their future marketing strategies. Even though this thesis was focused on a specific company, the structure and models used here can help any small business owner get a better grip of where they should start when trying to define or create their own Premium Brand Identity, and how emotional storytelling can be defined and used to enhance or create value for advertisement purposes.