Developing the brand in a new supplier
Kangas, Heidi (2015)
Kangas, Heidi
Arcada - Nylands svenska yrkeshögskola
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015060312186
https://urn.fi/URN:NBN:fi:amk-2015060312186
Tiivistelmä
The purpose of this thesis is to discuss and respond to the main issues in managing brand,
brand equity and supplier relationship in B2B context. The case company is in leisure
time business and has a vision to become a considerable supplier and brand in a certain
customer segment. The guiding research question is how to develop a strong and longterm
relationship with the support of the brand in a new B2B context. The theoretical part
is the basis for the empirical part of this thesis and this part concentrates on the B2B
brand management, brand equity and supplier relationship management and evaluation of
the long-term supplier relationship. In order to achieve this purpose, the concepts of the
brand and the supplier relationship management were analyzed. I also familiarized
different brand equity models and typical features of those models. This theoretical
framework provides a comprehensive framework for the empirical part which consists of
how the brand effects on the supplier relationship in a new B2B context. Brand equity
can be handled from a managerial point of view or as a financial asset in a relationship
concept or customer-based concept. This thesis concentrates on the brand management
and the supplier relationship concepts as that has been the commissioner’s demand for
this thesis. The theoretical framework for this thesis opens discussions how to enter into a
new supplier relationship and which are the factors that might support or prevent building
the brand in Finland. Theoretical framework also introduces from supplier relationship
point of view which are the factors that effect on the relationship.
The research approach of this thesis is a case study. The empirical part introduces how
the current relationship has developed and how the customers are expecting the
relationship to develop in future and what are their action points.
brand equity and supplier relationship in B2B context. The case company is in leisure
time business and has a vision to become a considerable supplier and brand in a certain
customer segment. The guiding research question is how to develop a strong and longterm
relationship with the support of the brand in a new B2B context. The theoretical part
is the basis for the empirical part of this thesis and this part concentrates on the B2B
brand management, brand equity and supplier relationship management and evaluation of
the long-term supplier relationship. In order to achieve this purpose, the concepts of the
brand and the supplier relationship management were analyzed. I also familiarized
different brand equity models and typical features of those models. This theoretical
framework provides a comprehensive framework for the empirical part which consists of
how the brand effects on the supplier relationship in a new B2B context. Brand equity
can be handled from a managerial point of view or as a financial asset in a relationship
concept or customer-based concept. This thesis concentrates on the brand management
and the supplier relationship concepts as that has been the commissioner’s demand for
this thesis. The theoretical framework for this thesis opens discussions how to enter into a
new supplier relationship and which are the factors that might support or prevent building
the brand in Finland. Theoretical framework also introduces from supplier relationship
point of view which are the factors that effect on the relationship.
The research approach of this thesis is a case study. The empirical part introduces how
the current relationship has developed and how the customers are expecting the
relationship to develop in future and what are their action points.