The comparison of brand identity and brand image: Case Deuzer
Joenperä, Maija (2014)
Joenperä, Maija
Kymenlaakson ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014122220631
https://urn.fi/URN:NBN:fi:amk-2014122220631
Tiivistelmä
The objective of this study is to determine whether the brand image of Deuzer matches the brand identity which Hong Kong Group Oy has set to the brand. The thesis is commissioned by Hong Kong Group Oy.
The theoretical section of this study gives information about the brand, brand image and brand identity. In addition, the theory of private label is explained as Deuzer brand is a private label of Hong Kong Group Oy. Also dimensions of customer value and their importance are part of the theory.
For the empirical research section, Deuzer’s brand identity is defined based on the interviews with the management of Hong Kong Group Oy. The quantitative research method is then used to create a structured survey among the customers of Hong Kong department stores in order to define the brand image of Deuzer.
The research method used in this thesis is a case study. A structured web-based questionnaire was conducted in November 2014. The questionnaire has been sent to the members of Hong Kong club and Facebook page. There were 747 of respondents of the survey and the response rate was 2,1 percent.
As the result of the thesis, based on the survey the realization of Deuzer brand and brand image is defined. The results of the survey are examined and compared to the brand identity structure. In addition, the comparison of the company’s brand identity and brand image defined by the results of the questionnaire is described. The results showed that the target group, the usage and the values of Deuzer brand matched when comparing to the brand identity of the company and brand image of the customers. As the conclusion, members of Hong Kong club are loyal towards Hong Kong and Deuzer brand but still one third of the respondents have not heard about Deuzer. Therefore the company needs to develop new ways to increase visibility and awareness of the brand. It is confrontational to create a strong private label which can compete with the national brands and is reliable and credible in the consumers’ minds.
The theoretical section of this study gives information about the brand, brand image and brand identity. In addition, the theory of private label is explained as Deuzer brand is a private label of Hong Kong Group Oy. Also dimensions of customer value and their importance are part of the theory.
For the empirical research section, Deuzer’s brand identity is defined based on the interviews with the management of Hong Kong Group Oy. The quantitative research method is then used to create a structured survey among the customers of Hong Kong department stores in order to define the brand image of Deuzer.
The research method used in this thesis is a case study. A structured web-based questionnaire was conducted in November 2014. The questionnaire has been sent to the members of Hong Kong club and Facebook page. There were 747 of respondents of the survey and the response rate was 2,1 percent.
As the result of the thesis, based on the survey the realization of Deuzer brand and brand image is defined. The results of the survey are examined and compared to the brand identity structure. In addition, the comparison of the company’s brand identity and brand image defined by the results of the questionnaire is described. The results showed that the target group, the usage and the values of Deuzer brand matched when comparing to the brand identity of the company and brand image of the customers. As the conclusion, members of Hong Kong club are loyal towards Hong Kong and Deuzer brand but still one third of the respondents have not heard about Deuzer. Therefore the company needs to develop new ways to increase visibility and awareness of the brand. It is confrontational to create a strong private label which can compete with the national brands and is reliable and credible in the consumers’ minds.