Developing a brand for a new business area
Esguerra, Ma.Polla (2023)
Esguerra, Ma.Polla
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023113032850
https://urn.fi/URN:NBN:fi:amk-2023113032850
Tiivistelmä
This thesis is developed for a company in a transformative industry with growing importance in developing a brand. The thesis focuses on one of its several business areas to identify its brand, customers, and the most suitable communication channels to reach them.
There are three research areas presented in this thesis that the author thinks are most relevant in this thesis. The brand, stakeholder, and communication theories are the primary and logical concepts to review the answers to the fundamental questions of what, who, why, and where to build the brand for a new business area.
For this thesis, the case study approach is used in conducting the thesis. This is the most logical approach to use as the objective of this thesis is to seek better ways and innovations on the real-life challenge of developing the brand of the new business area for a company. The data collection methods are interviews and questionnaires with the employees of the business area.
The presentation of findings suggests that brand is one of the fundamental aspects of a business and how marketing is done for the company. Without a brand, an organization will have difficulty getting noticed by its customers and stakeholders and differentiating from its competitors.
Nonetheless, reaching the primary stakeholders is not an easy task. Communication channels are essential, especially when developing a brand for the business. It is a continuous and developing process for the marketing and new business area teams to ensure that the right customers are targeted and messages are communicated at the right time.
The thesis ends with further recommendations and action steps to ensure the consistent brand development of the business area, and personal learning outcomes of the author.
There are three research areas presented in this thesis that the author thinks are most relevant in this thesis. The brand, stakeholder, and communication theories are the primary and logical concepts to review the answers to the fundamental questions of what, who, why, and where to build the brand for a new business area.
For this thesis, the case study approach is used in conducting the thesis. This is the most logical approach to use as the objective of this thesis is to seek better ways and innovations on the real-life challenge of developing the brand of the new business area for a company. The data collection methods are interviews and questionnaires with the employees of the business area.
The presentation of findings suggests that brand is one of the fundamental aspects of a business and how marketing is done for the company. Without a brand, an organization will have difficulty getting noticed by its customers and stakeholders and differentiating from its competitors.
Nonetheless, reaching the primary stakeholders is not an easy task. Communication channels are essential, especially when developing a brand for the business. It is a continuous and developing process for the marketing and new business area teams to ensure that the right customers are targeted and messages are communicated at the right time.
The thesis ends with further recommendations and action steps to ensure the consistent brand development of the business area, and personal learning outcomes of the author.