Who you are and what they think about you: how to measure brand identity and brand image of a small design company
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
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.
brand identity, brand image, communication channels, SME branding.
Economics and Business
IdentifiersURN: urn:nbn:se:hgo:diva-974OAI: oai:DiVA.org:hgo-974DiVA: diva2:422674
Subject / course
Master Program in International Management
UppsokSocial and Behavioural Science, Law