Towards a consistent brand image through distributor network marketing communications
Varis, Noora (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202103163464
https://urn.fi/URN:NBN:fi:amk-202103163464
Tiivistelmä
Aim of this study was to improve strong brand image and awareness of Company X, together with the actions of the distributor network. The study sought answer to research question based on research problem: how well a consistent brand image is built through marketing communications implemented by distributor network?
The study was implemented through quantitative data collection methods using internet survey and structured observation. Therefore, triangulation was used to increase reliability of the study. Questionnaire was sent to all distributors’ marketing contacts and 8 out of 35 distributors responded. Results of the survey could not be generalized to the population. Based on the responses of the survey, structured observation was implemented on websites which were one of the most used marketing communications channel. All 31 distributor companies’ websites were observed with the structured form.
The results revealed that the starting point for distributors implementing marketing communications that support the brand is good, as distributors’ brand images were positive and consistent with the brand identity. Distributors’ marketing communications are also implemented in much the same way and the perceptions of proper brand communications were moderate. However, the clear challenge is creating rich content in regular basis which has a vital role in brand building. This challenge was also conveyed while observing distributors’ websites since photos and videos were the most significant content in addition to the text. On the other hand, the brand was well displayed and found on the websites.
In conclusion, distributors’ marketing communications is not strongly built around the brand. However, starting point for effective brand communications is good as long as they only get enough support for their challenges. In the future, distributors’ motivation and competence to build a brand together are important factors to ensure when implementing effective brand communications.
The study was implemented through quantitative data collection methods using internet survey and structured observation. Therefore, triangulation was used to increase reliability of the study. Questionnaire was sent to all distributors’ marketing contacts and 8 out of 35 distributors responded. Results of the survey could not be generalized to the population. Based on the responses of the survey, structured observation was implemented on websites which were one of the most used marketing communications channel. All 31 distributor companies’ websites were observed with the structured form.
The results revealed that the starting point for distributors implementing marketing communications that support the brand is good, as distributors’ brand images were positive and consistent with the brand identity. Distributors’ marketing communications are also implemented in much the same way and the perceptions of proper brand communications were moderate. However, the clear challenge is creating rich content in regular basis which has a vital role in brand building. This challenge was also conveyed while observing distributors’ websites since photos and videos were the most significant content in addition to the text. On the other hand, the brand was well displayed and found on the websites.
In conclusion, distributors’ marketing communications is not strongly built around the brand. However, starting point for effective brand communications is good as long as they only get enough support for their challenges. In the future, distributors’ motivation and competence to build a brand together are important factors to ensure when implementing effective brand communications.