Enhancing brand clarity and cohesion : challenge of ambiguity: Case OMICRON
Sollo, Liisa (2025)
Sollo, Liisa
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504025495
https://urn.fi/URN:NBN:fi:amk-202504025495
Tiivistelmä
This thesis examines approaches to brand identity when the brand is ambiguous, enabling the marketing team to produce more confident and aligned content. The commissioner was OMICRON electronics GmbH. The thesis aims to answer the questions: How to approach a brand identity in practical scenarios when the brand is ambiguous?, and how can a brand be effectively internalised and adopted within a company?
The research questions were addressed through theoretical models of brand building. Answers to the internalisation and adoption of the brand were employed through techniques of communicating the brand essence, internal branding, culminating in the power of a brand-led organisation. A synthetic framework was created from the theoretical section, reflecting the active brand process from building components to the recipient's perception. Analysis and interviews highlighted the importance of understanding the roles of terms and how underlying elements influence other components.
The result was a brand tool that supports more confident and aligned content production in marketing materials. The conclusion of the thesis is that branding requires discipline, clarity and simplification. Internalisation requires repetition and tangible tools. Strong brands must be approached in a tailored manner.
The research questions were addressed through theoretical models of brand building. Answers to the internalisation and adoption of the brand were employed through techniques of communicating the brand essence, internal branding, culminating in the power of a brand-led organisation. A synthetic framework was created from the theoretical section, reflecting the active brand process from building components to the recipient's perception. Analysis and interviews highlighted the importance of understanding the roles of terms and how underlying elements influence other components.
The result was a brand tool that supports more confident and aligned content production in marketing materials. The conclusion of the thesis is that branding requires discipline, clarity and simplification. Internalisation requires repetition and tangible tools. Strong brands must be approached in a tailored manner.