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VanhemmuudenApuu Building Brand Awareness and Image

Reenkola, Emmi (2025)

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Reenkola, Emmi
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202503013525
Tiivistelmä
This thesis was commissioned by SOS-Lapsikylä for its VanhemmuudenApuu chat service for parents facing any minor or major parenting issues. The aim was to prepare an action plan to improve brand awareness and reduce the gap between brand image and brand identity. The purpose was to identify more potential users for the service by identifying characteristics of the target audience and exploring effective strategies for reaching them. Also, current issues in parenthood were investigated to understand the operating environment.
This thesis employed a mixed methods approach of qualitative and quantitative methods in addition to service design tools. Employees of the organization and industry professionals were interviewed using a thematic interview. Parents were surveyed by using a questionnaire. Service design methods such as benchmarking, customer profiles and customer journey maps were employed. The Double Diamond model and its phases of discover, define, develop and deliver served as a framework for this thesis.
The literature review served as a base of discovery for the proceeding steps of defining issues and developing solutions. Many issues such as a lack of networks and high expectations were identified as challenges to modern parents. The main results of the research show that there are many barriers such as lack of knowledge to using the service. These barriers can be overcome with effective marketing communication efforts. Furthermore, this research indicates that the brand image and the brand identity are not entirely aligned, which can be targeted with branding strategies. The Appendice provides a workbook with summaries of key themes, practical solutions and document bases that serve as the deliver phase of this thesis.
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