Examining Brand Image: How Do Finnish Real Estate Companies Conduct and Utilize Brand Image Studies?
Hänninen, Kristoffer (2020)
Hänninen, Kristoffer
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052614135
https://urn.fi/URN:NBN:fi:amk-2020052614135
Tiivistelmä
Brand image is not just a logo, but rather the associations customers have related to a brand. The markets are flooded with different companies and different products. Brand image is the best way to differentiate a company from others. The real estate business in Finland has remained the same for a long time. Only now, for the last couple of years, a few new pioneering companies have surfaced to change the game. The aim of this study is to examine how Finnish real estate companies conduct and utilize brand image studies.
The thesis uses a deductive approach and the chosen research method is qualitative. The primary data for the study was collected from semi-structured interviews conducted with six marketing managers of different Finnish Real estate companies. The secondary data was collected from multiple books, academic articles and semi-academic articles concerning the topic. The secondary data acts as a support for the primary data.
The theoretical part examines a variety of theories such as Keller’s viewpoint on brand image and Jennifer Aaker’s Brand Personality List, in order to get a better understanding of what brand image actually is and how to measure it. The theoretical part discusses everything that is needed to understand and tackle the empirical part.
The results of the study show that only a few Finnish real estate companies actually measure brand image systematically. The rest just rely on feedback given to them after customer assignments. The results also indicate that with only a few exceptions, no real estate company utilizes brand image study data to its full potential.
The thesis uses a deductive approach and the chosen research method is qualitative. The primary data for the study was collected from semi-structured interviews conducted with six marketing managers of different Finnish Real estate companies. The secondary data was collected from multiple books, academic articles and semi-academic articles concerning the topic. The secondary data acts as a support for the primary data.
The theoretical part examines a variety of theories such as Keller’s viewpoint on brand image and Jennifer Aaker’s Brand Personality List, in order to get a better understanding of what brand image actually is and how to measure it. The theoretical part discusses everything that is needed to understand and tackle the empirical part.
The results of the study show that only a few Finnish real estate companies actually measure brand image systematically. The rest just rely on feedback given to them after customer assignments. The results also indicate that with only a few exceptions, no real estate company utilizes brand image study data to its full potential.