Defining a competitive brand image goal for a medium-sized IT consultancy
Yrjänä, Aino (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202305037322
https://urn.fi/URN:NBN:fi:amk-202305037322
Tiivistelmä
The objective of this development project was to define a competitive brand image goal for the case company, a medium-sized IT consultancy company, and to suggest developmental ideas to bridge the gap between the current brand image and the brand image goal. A strong brand benefits B2B companies in multiple ways, from long-term business value growth to better customer loyalty, but it has been an underutilized asset thus far.
The case company is operating in a hyper-competitive field. The company was acquired by a private equity company in 2021 and is now faced with the task to double its turnover in just a few years of time. Thus far, the company has grown steadily organically and through acquisitions and has focused largely on investing in sales efforts. To reach the new goals, the company must now do something completely new, starting with sharpening its brand image goal.
This development project utilizes action research methodology and combines primary and secondary data. The primary data collection methods are document review, theme interviews, and managerial workshops. Secondary data was found in market research that the case company conducted prior to the thesis process. The data were analyzed, and results were thematized and organized and mirrored to the research questions to form a complete understanding of, for example, the current brand image of the case company, and the changes in IT purchasing in Finland in recent years, contributing to the increased weight of branding in B2B.
The development project’s product is the definition of a competitive brand image goal consisting of several benefit attributes, combined with existing brand data regarding ie. brand symbols. The brand image goal will help the case company develop its marketing and communications and improve sales efficiency by focusing on the attributes truly important for the company’s potential and existing clients.
The case company is operating in a hyper-competitive field. The company was acquired by a private equity company in 2021 and is now faced with the task to double its turnover in just a few years of time. Thus far, the company has grown steadily organically and through acquisitions and has focused largely on investing in sales efforts. To reach the new goals, the company must now do something completely new, starting with sharpening its brand image goal.
This development project utilizes action research methodology and combines primary and secondary data. The primary data collection methods are document review, theme interviews, and managerial workshops. Secondary data was found in market research that the case company conducted prior to the thesis process. The data were analyzed, and results were thematized and organized and mirrored to the research questions to form a complete understanding of, for example, the current brand image of the case company, and the changes in IT purchasing in Finland in recent years, contributing to the increased weight of branding in B2B.
The development project’s product is the definition of a competitive brand image goal consisting of several benefit attributes, combined with existing brand data regarding ie. brand symbols. The brand image goal will help the case company develop its marketing and communications and improve sales efficiency by focusing on the attributes truly important for the company’s potential and existing clients.