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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
Gotland University, School of the Humanities and Social Science.
Gotland University, School of the Humanities and Social Science.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2011. , 84 p.
Keyword [en]
brand identity, brand image, communication channels, SME branding.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hgo:diva-974OAI: oai:DiVA.org:hgo-974DiVA: diva2:422674
Subject / course
Business Administration
Educational program
Master Program in International Management
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2011-06-21 Created: 2011-06-13 Last updated: 2013-07-01Bibliographically approved

Open Access in DiVA

Who you are and what they think about you(19712 kB)5874 downloads
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Type fulltextMimetype application/pdf

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Besedina, OleksandraChernyshova, Viktoriia
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