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Understanding the relationship between Brand identity and Brand image: A case study of Coop
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: When it comes to brand communication, gaps can arise. These occur when the brand management’s view of the brand does not match the customers’ Brand image. In order to prevent reputation crises brand managements need to monitor the Brand identity and Brand image and identify possible gaps.

Purpose: To identify and analyse what communication gaps that can occur between a company’s Brand identity and customers’ Brand image.

Research question: What communication gaps can occur between a company’s Brand identity and the customers’ Brand image?

Theory: Marketing Communication, Sender-Receiver model, Brand image and Brand identity focusing on Personality, Positioning, Vision & Culture and Relationship.

Method: A case study of the Swedish food company Coop was conducted to investigate the relationship between their Brand identity and the customers’ Brand image. The case study was conducted in two steps; firstly, information concerning Coop’s Brand identity was gathered through in-depth interviews. Secondly, a questionnaire was handed out to Coop’s customers to see whether their Brand image was consistent with Coop’s Brand identity. The aim was to find similarities and dissimilarities between data and thereby identify communication gaps.

Results: Several communication gaps were identified between Coop’s Brand identity and the customers’ Brand image when it came to the concepts of Personality, Positioning, Vision & Culture and Relationship. Coop experiences most communication gaps in Relationship, they has not managed to create close relationships with their customers.

Place, publisher, year, edition, pages
2012. , p. 102
Keyword [en]
Marketing communication, Brand management, Brand image, Brand identity, Communication gaps
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-19419OAI: oai:DiVA.org:lnu-19419DiVA: diva2:530562
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-25 Created: 2012-06-03 Last updated: 2012-06-25Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • de-DE
  • en-GB
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  • Other locale
More languages
Output format
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