Brand Development For a Small Business
Jaakkola, Nea (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202402213250
https://urn.fi/URN:NBN:fi:amk-202402213250
Tiivistelmä
The bachelor's thesis commissioned by Sphynx Vehicle Repairs aims to enhance the company's understanding of brand development and communication processes with a focus on acquiring new customers and creating a brand image that resonates with the desired customer base.
The on-hands aspects will be explored through an in-depth interview with the owner of Sphynx Vehicle Repairs. This interview will delve into the theoretical underpinnings of brand development, communication strategies, and customer engagement. The insights gained from this interview will form a foundational understanding of the company's current branding practices and aspirations.
On the practical side, the perspectives of existing customers will be collected through a comprehensive survey. This survey will serve as a crucial tool to gather firsthand feedback and opinions from the customer base. Analysing these perspectives will enable the identification of strengths and weaknesses in the current brand perception, as well as areas for improvement.
The synthesis of insights obtained from both the theoretical interview and the customer survey were used to construct a comprehensive brand development plan. This plan was tailored from the customer's viewpoint, ensuring that it aligns with their preferences, expectations, and values. The emphasis on customer-centricity is intended to create a brand image that not only attracts new customers but also resonates with the existing ones.
The overarching goal of the thesis is to present practical and actionable recommendations for Sphynx Vehicle Repairs. These recommendations are aimed at enhancing the brand, improving communication practices, and fostering sustained growth in the context of a competitive market. By actively engaging with both new and existing customers, the thesis seeks to provide the company with tangible and effective recommendations that can be implemented to strengthen its position in the market and cultivate lasting relationships with its customer base.
The on-hands aspects will be explored through an in-depth interview with the owner of Sphynx Vehicle Repairs. This interview will delve into the theoretical underpinnings of brand development, communication strategies, and customer engagement. The insights gained from this interview will form a foundational understanding of the company's current branding practices and aspirations.
On the practical side, the perspectives of existing customers will be collected through a comprehensive survey. This survey will serve as a crucial tool to gather firsthand feedback and opinions from the customer base. Analysing these perspectives will enable the identification of strengths and weaknesses in the current brand perception, as well as areas for improvement.
The synthesis of insights obtained from both the theoretical interview and the customer survey were used to construct a comprehensive brand development plan. This plan was tailored from the customer's viewpoint, ensuring that it aligns with their preferences, expectations, and values. The emphasis on customer-centricity is intended to create a brand image that not only attracts new customers but also resonates with the existing ones.
The overarching goal of the thesis is to present practical and actionable recommendations for Sphynx Vehicle Repairs. These recommendations are aimed at enhancing the brand, improving communication practices, and fostering sustained growth in the context of a competitive market. By actively engaging with both new and existing customers, the thesis seeks to provide the company with tangible and effective recommendations that can be implemented to strengthen its position in the market and cultivate lasting relationships with its customer base.