JC - Just Confusing
(2015) SKOK01 20151Department of Strategic Communication
- Abstract
- We are living in a changing society where businesses need to keep themselves updated and adapt to changing circumstances. Hence, some brands need to repo- sition themselves to survive. The purpose with repositioning is that a brand wants to convey a different identity and therefore create a new image and position in the consumer’s mind. However, one can only control the change of the identity since the image is based on the consumers’ own perceptions. In this way, a gap can de- velop between the brand’s identity and image. JC Jeans Company is an example of the phenomenon we want to examine. Hence, this case study intends to gain a greater understanding of how organizations that have reposition themselves are perceived to have a discrepancy... (More)
- We are living in a changing society where businesses need to keep themselves updated and adapt to changing circumstances. Hence, some brands need to repo- sition themselves to survive. The purpose with repositioning is that a brand wants to convey a different identity and therefore create a new image and position in the consumer’s mind. However, one can only control the change of the identity since the image is based on the consumers’ own perceptions. In this way, a gap can de- velop between the brand’s identity and image. JC Jeans Company is an example of the phenomenon we want to examine. Hence, this case study intends to gain a greater understanding of how organizations that have reposition themselves are perceived to have a discrepancy between its identity and image and explain this seen from a learning perspective, focusing on cognitive processes. Regarding the choice of methods, we have conducted qualitative focus groups, an interview via email, a content analysis and a quantitative survey. Further, a model called AC2ID works as the framework for the analysis. The result of the study shows that the gap between JC’s identity and image may exist due to the consumers saved ima- ges of the brand. Secondly, it may exist because we are living in an overly com- municated society, which makes it difficult to reach the consumers’ minds. Third- ly, JC’s communication consists of inconsistent messages, which have created confusion. Further, an incomplete name change has contributed to the gap. Lastly the communication from JC doesn’t focus on the brand change per se, which ma- kes it difficult for the receivers to perceive the repositioning. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/5465390
- author
- Herlin, Camilla LU and Karlsson, Emelie LU
- supervisor
- organization
- course
- SKOK01 20151
- year
- 2015
- type
- M2 - Bachelor Degree
- subject
- keywords
- cognitive processes, image, identity, JC Jeans Company, Repositioning, Brand, AC2ID
- language
- Swedish
- id
- 5465390
- date added to LUP
- 2015-06-12 08:10:38
- date last changed
- 2015-06-12 08:10:38
@misc{5465390,
abstract = {{We are living in a changing society where businesses need to keep themselves updated and adapt to changing circumstances. Hence, some brands need to repo- sition themselves to survive. The purpose with repositioning is that a brand wants to convey a different identity and therefore create a new image and position in the consumer’s mind. However, one can only control the change of the identity since the image is based on the consumers’ own perceptions. In this way, a gap can de- velop between the brand’s identity and image. JC Jeans Company is an example of the phenomenon we want to examine. Hence, this case study intends to gain a greater understanding of how organizations that have reposition themselves are perceived to have a discrepancy between its identity and image and explain this seen from a learning perspective, focusing on cognitive processes. Regarding the choice of methods, we have conducted qualitative focus groups, an interview via email, a content analysis and a quantitative survey. Further, a model called AC2ID works as the framework for the analysis. The result of the study shows that the gap between JC’s identity and image may exist due to the consumers saved ima- ges of the brand. Secondly, it may exist because we are living in an overly com- municated society, which makes it difficult to reach the consumers’ minds. Third- ly, JC’s communication consists of inconsistent messages, which have created confusion. Further, an incomplete name change has contributed to the gap. Lastly the communication from JC doesn’t focus on the brand change per se, which ma- kes it difficult for the receivers to perceive the repositioning.}},
author = {{Herlin, Camilla and Karlsson, Emelie}},
language = {{swe}},
note = {{Student Paper}},
title = {{JC - Just Confusing}},
year = {{2015}},
}