Brand model creation for a small healthcare service
Barbis, Dina (2012)
HAAGA-HELIA ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012053010757
https://urn.fi/URN:NBN:fi:amk-2012053010757
Tiivistelmä
The objective of this thesis was to investigate how to brand a small company in an in-dustry or sector that one could imagine quite unusual for branding. To narrow down the scope of the study, the specific topic was how to brand a small healthcare service. In addition, a suitable brand model was created for the case company AulisPalvelut and its service known as TerapiaLampola. Therefore the objective of the research was to create a brand model for the case company AulisPalvelut and especially to their new service called TerapiaLampola
The thesis was conducted between fall 2011 and spring 2012. The theoretical framework of the research consists of branding, brand models, branding small businesses and branding healthcare. In mid-December a research was carried out and the results were used in order to test the functionality of the new brand model as well as define TerapiaLampola’s existing brand.
Observation and interviews were utilised in order to gather customers’ perceptions about the TerapiaLampola brand. Based on the research data, the brand model for TerapiaLampola was improved to better reflect the brand. The data gathered was used for identifying the company’s brand via the four pillars of the new brand model for TerapiaLampola: brand image, brand identity, brand performance and brand values.
According to the research results, the brand model is applicable to TerapiaLampola. The perceptions the customers have about it were quite similar to what the company aimed for. In general, TerapiaLampola’s brand model can be used in order to define a company’s brand and to create a brand message for its use. Alternatively, the model can be used to compare if an existing brand meets with the customer perceptions.
The thesis was conducted between fall 2011 and spring 2012. The theoretical framework of the research consists of branding, brand models, branding small businesses and branding healthcare. In mid-December a research was carried out and the results were used in order to test the functionality of the new brand model as well as define TerapiaLampola’s existing brand.
Observation and interviews were utilised in order to gather customers’ perceptions about the TerapiaLampola brand. Based on the research data, the brand model for TerapiaLampola was improved to better reflect the brand. The data gathered was used for identifying the company’s brand via the four pillars of the new brand model for TerapiaLampola: brand image, brand identity, brand performance and brand values.
According to the research results, the brand model is applicable to TerapiaLampola. The perceptions the customers have about it were quite similar to what the company aimed for. In general, TerapiaLampola’s brand model can be used in order to define a company’s brand and to create a brand message for its use. Alternatively, the model can be used to compare if an existing brand meets with the customer perceptions.