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JC - Just Confusing

Herlin, Camilla LU and Karlsson, Emelie LU (2015) SKOK01 20151
Department 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:
author
Herlin, Camilla LU and Karlsson, Emelie LU
supervisor
organization
course
SKOK01 20151
year
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},
  keyword      = {cognitive processes,image,identity,JC Jeans Company,Repositioning,Brand,AC2ID},
  language     = {swe},
  note         = {Student Paper},
  title        = {JC - Just Confusing},
  year         = {2015},
}