Developing a rebranding strategy for an entrepreneur in response to current threats and weaknesses in the market to enhance potential for sales : case study: Milja Vintola’s brand
Vintola, Milja (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202604015499
https://urn.fi/URN:NBN:fi:amk-202604015499
Tiivistelmä
The purpose of this thesis is to develop a rebranding strategy for an entrepreneur’s personal brand in order to increase its sales potential. The case company is Milja Vintola, a Finnish performing dancer, social media influencer and dance instructor. The study examines the current position of the brand in the social media market and identifies weaknesses and threats that affect its ability to generate revenue.
The thesis uses a qualitative case study approach. Data were collected through a written semi-structured interview with the entrepreneur and through analysis of secondary data, including Instagram insights and existing social media content. The data were analysed using qualitative content analysis and a SWOT analysis framework.
The results show that the brand has strong visibility and a recognisable visual identity but faces challenges related to unclear positioning and audience mismatch. Based on the findings, a rebranding strategy is proposed to clarify the brand position, improve target audience alignment and enhance sales potential.
The thesis uses a qualitative case study approach. Data were collected through a written semi-structured interview with the entrepreneur and through analysis of secondary data, including Instagram insights and existing social media content. The data were analysed using qualitative content analysis and a SWOT analysis framework.
The results show that the brand has strong visibility and a recognisable visual identity but faces challenges related to unclear positioning and audience mismatch. Based on the findings, a rebranding strategy is proposed to clarify the brand position, improve target audience alignment and enhance sales potential.