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Who you are and what they think about you: how to measure brand identity and brand image of a small design company
Högskolan på Gotland, Institutionen för humaniora och samhällsvetenskap.
Högskolan på Gotland, Institutionen för humaniora och samhällsvetenskap.
2011 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

The idea of this thesis originates from the stand point that the understanding of who you are, who you want to be and what impression you actually make, is the start of a successful reciprocal relationship. The thesis solves two tasks. First, it offers a methodology of measuring brand image and brand identity and therefore contributes to the development of the research base. Second, presenting a case-study of a small scale company it applies the methodology and analyzes the congruency between brand image and brand identity from the communication perspective of SMEs. In a result the developed methodology is tested and a contribution to the deeper understanding of brand nature is made.

sted, utgiver, år, opplag, sider
2011. , s. 84
Emneord [en]
brand identity, brand image, communication channels, SME branding.
HSV kategori
Identifikatorer
URN: urn:nbn:se:hgo:diva-974OAI: oai:DiVA.org:hgo-974DiVA, id: diva2:422674
Fag / kurs
Business Administration
Utdanningsprogram
Master Program in International Management
Uppsök
Social and Behavioural Science, Law
Veileder
Tilgjengelig fra: 2011-06-21 Laget: 2011-06-13 Sist oppdatert: 2013-07-01bibliografisk kontrollert

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Who you are and what they think about you(19712 kB)6012 nedlastinger
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