The idea of this thesis originates from the stand point that the understanding of who you are, who you want to be and what impression you actually make, is the start of a successful reciprocal relationship. The thesis solves two tasks. First, it offers a methodology of measuring brand image and brand identity and therefore contributes to the development of the research base. Second, presenting a case-study of a small scale company it applies the methodology and analyzes the congruency between brand image and brand identity from the communication perspective of SMEs. In a result the developed methodology is tested and a contribution to the deeper understanding of brand nature is made.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hgo-974 |
| Date | January 2011 |
| Creators | Besedina, Oleksandra, Chernyshova, Viktoriia |
| Publisher | Högskolan på Gotland, Institutionen för humaniora och samhällsvetenskap, Högskolan på Gotland, Institutionen för humaniora och samhällsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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