Impact of branding & social media marketing in the digital era: Sports apparel brands
Harju, Matias (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060521623
https://urn.fi/URN:NBN:fi:amk-2023060521623
Tiivistelmä
The objective and aim of this research-based study on branding and social media marketing, within the sports apparel industry, was to distinguish the opportunities brought by effective completion of both procedures, especially in terms of operating with a smaller budget. The research findings are suitable for smaller startup brands, and existing brands, that haven’t emphasized utilization of digital branding and marketing within social media as efficiently as possible, thus the findings are answering the research questions of how to effectively establish and further develop a branding strategy in social channels, and how to market the brand utilizing the different tools currently emphasized by many brands.
Acquiring the answers to the research questions, starts with the theoretical part of the thesis, that focuses on providing theoretical data and explanations of the important basics within both subjects, that guide the structuring of a successful digital branding and marketing strategy. Theoretical findings are supported by the empirical study, where a benchmarking comparison of sports apparel brands was concluded, to understand the commonly used practices, within the current state of digital branding and marketing. Data from the benchmarking is used to support both theoretical data of the study, as well as the authors own suggestions in the end of the thesis.
The research findings indicated the importance of finding strategies towards branding that enhance deeper relationships between the customers and the brand, thus emphasis on transparency and providing value is at the heart of the research and multiple parts that fulfill these matters, are introduced within the thesis. Furthermore, the importance of fulfilling value propositions and expectations regarding quality of products and utilizing influencer marketing came through as a large trend during the research, especially in the sports apparel industry. The empirical part showcases the mentioned phenomenon of influencer marketing, and other currently used strategies in social media marketing and branding, that have allowed brands to increase their reach towards the target audience, thus allowing some brands to grow at a phenomenal pace.
Acquiring the answers to the research questions, starts with the theoretical part of the thesis, that focuses on providing theoretical data and explanations of the important basics within both subjects, that guide the structuring of a successful digital branding and marketing strategy. Theoretical findings are supported by the empirical study, where a benchmarking comparison of sports apparel brands was concluded, to understand the commonly used practices, within the current state of digital branding and marketing. Data from the benchmarking is used to support both theoretical data of the study, as well as the authors own suggestions in the end of the thesis.
The research findings indicated the importance of finding strategies towards branding that enhance deeper relationships between the customers and the brand, thus emphasis on transparency and providing value is at the heart of the research and multiple parts that fulfill these matters, are introduced within the thesis. Furthermore, the importance of fulfilling value propositions and expectations regarding quality of products and utilizing influencer marketing came through as a large trend during the research, especially in the sports apparel industry. The empirical part showcases the mentioned phenomenon of influencer marketing, and other currently used strategies in social media marketing and branding, that have allowed brands to increase their reach towards the target audience, thus allowing some brands to grow at a phenomenal pace.