Creating a Brand Identity for Movenium for International Markets
Sharma, Shalini (2013)
Sharma, Shalini
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201304244927
https://urn.fi/URN:NBN:fi:amk-201304244927
Tiivistelmä
Small and medium-sized companies often struggle in having their brand management in place. The reason for this could be they do not see the importance of branding in their business or they simply do not have the resources to work on the brand management. The case company, Movenium, has not spent time on creating its brand so far and the objective of the researcher is to define and facilitate the creation of a brand identity for Movenium.
The objective of the study is to examine the branding of Movenium. The idea is to investigate what the current brand image is internally and externally and whether any elements of a brand exist? The outcome of the study is to help the company to define and create its brand identity.
The theoretical framework was based on David Aaker’s Brand Identity Planning Model. The framework centered around the Brand Identity System, focusing on core and extended identity, value proposition and brand customer relationship. Aaker’s Strategic Brand Analysis, which focuses on customer analysis and self–analysis, was taken as the basis to conceptualize the brand identity of Movenium.
The study was carried out using a qualitative analytical approach. The data was gathered through interviews and online surveys.
The findings show that the current brand image of Movenium looks positive internally as well as externally, thought the understanding of the brand is not very clear within the company.
In conclusion, the current brand image of Movenium is presented, the brand identity defined and concrete recommendations given.
The objective of the study is to examine the branding of Movenium. The idea is to investigate what the current brand image is internally and externally and whether any elements of a brand exist? The outcome of the study is to help the company to define and create its brand identity.
The theoretical framework was based on David Aaker’s Brand Identity Planning Model. The framework centered around the Brand Identity System, focusing on core and extended identity, value proposition and brand customer relationship. Aaker’s Strategic Brand Analysis, which focuses on customer analysis and self–analysis, was taken as the basis to conceptualize the brand identity of Movenium.
The study was carried out using a qualitative analytical approach. The data was gathered through interviews and online surveys.
The findings show that the current brand image of Movenium looks positive internally as well as externally, thought the understanding of the brand is not very clear within the company.
In conclusion, the current brand image of Movenium is presented, the brand identity defined and concrete recommendations given.