Local spokespersons effect on brand image
Myllykoski, Laura (2012)
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012053110918
https://urn.fi/URN:NBN:fi:amk-2012053110918
Tiivistelmä
This study was inspired by the current situation of Garnier Nutrissé brand which’s marketing strategy for years has been to use local spokespersons to represent brands. However due to the recent organizational changes at L’Oréal it has been questioned whether localization is really necessary for the brand success.
In order to find out if keeping the local spokespersons are still worthy, L’Oréal Finland wanted to uncover if a brand identity that is represented by a local spokesperson matches the brand image in the perspectives of trustworthiness and approachability. If the two would match in the scope of the target group, the brand strategy would still be worth implementing for.
Based on theoretical framework about brand identity and brand image a market research questionnaire was constructed to get insight to consumers’ perceptions about the localization strategy used in marketing. The target group for the market research on the wish of L’Oréal Finland Oy was women aged 16-60 who dye their hair at home. The respondents were recruited in social media.
The market research for this study was implemented during November-December 2011 and partly in January 2012. The quantitative data received was coded into charts to visualize how consumers are divided in their different opinions and perceptions. Age distribution calculations were done along with nearly all questions.
The results showed that approximately half of Finnish women are auspicious for marketing and advertising that utilizes local spokespersons. The half that is not really favouring local spokespersons suggests there is room for improvement on the trustworthiness and approach-ability perspectives. The study also proved that half of the people associate spokespersons easily to brands even out of context, which affects the brand awareness. Age distribution calculations disclosed there is no specific age group that is more auspicious than others for using local spokespersons.
In order to find out if keeping the local spokespersons are still worthy, L’Oréal Finland wanted to uncover if a brand identity that is represented by a local spokesperson matches the brand image in the perspectives of trustworthiness and approachability. If the two would match in the scope of the target group, the brand strategy would still be worth implementing for.
Based on theoretical framework about brand identity and brand image a market research questionnaire was constructed to get insight to consumers’ perceptions about the localization strategy used in marketing. The target group for the market research on the wish of L’Oréal Finland Oy was women aged 16-60 who dye their hair at home. The respondents were recruited in social media.
The market research for this study was implemented during November-December 2011 and partly in January 2012. The quantitative data received was coded into charts to visualize how consumers are divided in their different opinions and perceptions. Age distribution calculations were done along with nearly all questions.
The results showed that approximately half of Finnish women are auspicious for marketing and advertising that utilizes local spokespersons. The half that is not really favouring local spokespersons suggests there is room for improvement on the trustworthiness and approach-ability perspectives. The study also proved that half of the people associate spokespersons easily to brands even out of context, which affects the brand awareness. Age distribution calculations disclosed there is no specific age group that is more auspicious than others for using local spokespersons.