Message In A Bottle
(2014) BUSN39 20141Department of Business Administration
- Abstract
- Purpose: The purpose of this study is to gain an understanding on how SMEs
can position themselves through brand identity, by investigating their
strategic approach to brand identity creation and development.
Methodology: This research is based on an exploratory case study with an iterative approach. The data collection has primarily been conducted by
personal interviews and secondary documents.
Empirical Material: The empirical material is based on four semi-structured interviews from the investigated company NISSOS and secondary data collection.
Conclusions: The findings from this study suggest SMEs to obtain a multi-angled approach in order to create a strong and coherent brand identity, by
applying the strategies presented... (More) - Purpose: The purpose of this study is to gain an understanding on how SMEs
can position themselves through brand identity, by investigating their
strategic approach to brand identity creation and development.
Methodology: This research is based on an exploratory case study with an iterative approach. The data collection has primarily been conducted by
personal interviews and secondary documents.
Empirical Material: The empirical material is based on four semi-structured interviews from the investigated company NISSOS and secondary data collection.
Conclusions: The findings from this study suggest SMEs to obtain a multi-angled approach in order to create a strong and coherent brand identity, by
applying the strategies presented in the conceptual model. According
to this, SMEs should narrow their product scope, communicate
functional and emotional benefits, differentiate through the
quality/value element and take advantage of possible positive
associations emerging from the region of origin. Moreover, SMEs
should illustrate an organizational identity characterized by community
orientation and commitment of human resources to their vision.
Finally, visual and heritage associations, metaphors, as well as human
traits with positive meaning, should be connected to their brand
identity in order to create differentiation and distinction in an
environment of intense competition. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4497697
- author
- Petalidis, Ioannis LU and Storsten, Helena LU
- supervisor
-
- Tommy Shih LU
- organization
- alternative title
- A case study of the brand identity creation in SMEs
- course
- BUSN39 20141
- year
- 2014
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Identity, SME, Brand identity creation, brand personality, organizational identity, brand as a symbol, brand as a product
- language
- English
- id
- 4497697
- date added to LUP
- 2014-06-26 11:09:01
- date last changed
- 2014-06-26 11:09:01
@misc{4497697,
abstract = {{Purpose: The purpose of this study is to gain an understanding on how SMEs
can position themselves through brand identity, by investigating their
strategic approach to brand identity creation and development.
Methodology: This research is based on an exploratory case study with an iterative approach. The data collection has primarily been conducted by
personal interviews and secondary documents.
Empirical Material: The empirical material is based on four semi-structured interviews from the investigated company NISSOS and secondary data collection.
Conclusions: The findings from this study suggest SMEs to obtain a multi-angled approach in order to create a strong and coherent brand identity, by
applying the strategies presented in the conceptual model. According
to this, SMEs should narrow their product scope, communicate
functional and emotional benefits, differentiate through the
quality/value element and take advantage of possible positive
associations emerging from the region of origin. Moreover, SMEs
should illustrate an organizational identity characterized by community
orientation and commitment of human resources to their vision.
Finally, visual and heritage associations, metaphors, as well as human
traits with positive meaning, should be connected to their brand
identity in order to create differentiation and distinction in an
environment of intense competition.}},
author = {{Petalidis, Ioannis and Storsten, Helena}},
language = {{eng}},
note = {{Student Paper}},
title = {{Message In A Bottle}},
year = {{2014}},
}