International Brand Development Plan for Kariiina Magazine with SOSTAC Model
Ekqvist, Adrianna (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120434030
https://urn.fi/URN:NBN:fi:amk-2023120434030
Tiivistelmä
This thesis primarily focuses on the international brand development of Kariiina with the SOSTAC model. Kariiina is a magazine start-up company established in January 2023 and is fusion of fashion and beauty embedded with three fundamental pillars – Environmental, Social, and Cultural. Its focus is to promote education with unbiased and factual information all while relating to fashion and beauty, promoting style with purpose. This thesis undergoes the creation of the company’s brand development while aligned to the SOSTAC model tool and finalise with critical feedback from marketing professionals with expertise in fashion and beauty or brand development.
The theoretical framework consists of an introduction to brand development, brand identity, brand image, magazine industry, fashion magazines, social media marketing in magazine industry, SOSTAC model, and SWOT analysis. The thesis emerges into Part 1 and Part 2 of Brand Development which consist of the Strategy and Tactics steps of the SOSTAC model to finalize with the Action and Control steps. The accomplishment of this thesis will support the establishment of Kariiina’s fundamental brand development and help grow the company’s readiness for company relaunch in January 2024.
The theoretical framework consists of an introduction to brand development, brand identity, brand image, magazine industry, fashion magazines, social media marketing in magazine industry, SOSTAC model, and SWOT analysis. The thesis emerges into Part 1 and Part 2 of Brand Development which consist of the Strategy and Tactics steps of the SOSTAC model to finalize with the Action and Control steps. The accomplishment of this thesis will support the establishment of Kariiina’s fundamental brand development and help grow the company’s readiness for company relaunch in January 2024.