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Who you are and what they think about you : how to measure brand identity and brand image of a small design company

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hgo-974
Date January 2011
CreatorsBesedina, Oleksandra, Chernyshova, Viktoriia
PublisherHögskolan på Gotland, Institutionen för humaniora och samhällsvetenskap, Högskolan på Gotland, Institutionen för humaniora och samhällsvetenskap
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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