Improving the Brand Image of an Event Company: case Intercom Design
Darth, Saana (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121530064
https://urn.fi/URN:NBN:fi:amk-2022121530064
Tiivistelmä
The objective of this thesis was to create a plan for improving the brand image of the commissioner, a Helsinki-based event company called Intercom Design. The purpose was to study, what images and associations the customers of Intercom Design currently have of the company and to give realistic and feasible suggestions for improving the brand’s image. The benefits for the commissioner are that they receive up-to-date information about their customers’ experiences and images, and they are provided with examples of action that they can implement to improve their brand image.
The theoretical framework includes a definition of brand and it also reviews the concepts of brand image and brand identity, the role of brand in business, brand and communication, customer understanding and the process of developing and maintaining a brand. Three research methods were implemented in this thesis. Those research methods were online survey, semi-structured interview and net scouting. The online survey was directed at the customers of the commissioner and its focus was on the customers’ images and opinions of the company. The semi-structured interview was directed at an employee of the commissioner, and it focused on communication, values and practises of the company. Net scouting was directed at four Helsinki-based event companies, and it focused on the websites of the companies.
The key results of this thesis were recent data of the images and opinions of the commissioner’s customers, net scouting results of other companies’ websites and the plan for improving the brand image of the commissioner. The commissioner was provided with realistic suggestions, that were based on theory and the results of the research, for improving the brand image. The suggestions were categorized and supported by figures. In addition, others than the commissioner can also benefit from the information gathered in this thesis when developing and maintaining a small company's brand and brand images.
The theoretical framework includes a definition of brand and it also reviews the concepts of brand image and brand identity, the role of brand in business, brand and communication, customer understanding and the process of developing and maintaining a brand. Three research methods were implemented in this thesis. Those research methods were online survey, semi-structured interview and net scouting. The online survey was directed at the customers of the commissioner and its focus was on the customers’ images and opinions of the company. The semi-structured interview was directed at an employee of the commissioner, and it focused on communication, values and practises of the company. Net scouting was directed at four Helsinki-based event companies, and it focused on the websites of the companies.
The key results of this thesis were recent data of the images and opinions of the commissioner’s customers, net scouting results of other companies’ websites and the plan for improving the brand image of the commissioner. The commissioner was provided with realistic suggestions, that were based on theory and the results of the research, for improving the brand image. The suggestions were categorized and supported by figures. In addition, others than the commissioner can also benefit from the information gathered in this thesis when developing and maintaining a small company's brand and brand images.