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A STUDY OF BRAND IMAGE
Case: Nightclub Bra, Jyväskylä
Solja Sulkunen
Bachelor’s Thesis January 2012
Degree Program in International Business School of Business and Services Management
DESCRIPTION
Author(s) SULKUNEN, Solja
Type of publication Bachelor´s Thesis Pages 63 Confidential ( ) Until
Date 09012012 Language English Permission for web publication (X)
Title A STUDY OF BRAND IMAGE Case: Nightclub Bra Degree Programme Degree Programme in International Business Tutor(s) SIITONEN, Tiina Assigned by Nightclub Bra Abstract The purpose of the thesis is to study the brand image of a night restaurant Bra in Jyväskylä from the point of view of its customers. The goal is to find out what associations are connected with Bra and thus why people visit there. The theoretical frame of reference consists of defining the concept of brand, brand identity, brand associations and brand image. Keller’s brand building framework is also introduced. By using the four main factors of brand identity, according to Aaker, one is built for Bra because without a clear brand identity set by the company itself it is hard to define brand image. The research is based on a qualitative focus group research where via creative association artwork the associations relating to Bra and its brand are studied. Nine young adults who belong to Bra’s clientele and target segment took part in the focus group interview. In the research Bra was discovered to be a trendy and comfortable night club. Mostly positive associations were connected with Bra’s brand, and its appearance was seen as entertaining and relaxing, it is a place where it is nice to go meet people. For future research I suggest studying more deeply why people go to nightclubs for and concentrate also on the international students in Jyväskylä.
Keywords Brand, brand associations, brand image, brand identity, Keller’s CBBE- model, focus group interview. Miscellaneous Attached artwork and lettering, 15 pages
Case: Nightclub Bra, Jyväskylä
Solja Sulkunen
Bachelor’s Thesis January 2012
Degree Program in International Business School of Business and Services Management
DESCRIPTION
Author(s) SULKUNEN, Solja
Type of publication Bachelor´s Thesis Pages 63 Confidential ( ) Until
Date 09012012 Language English Permission for web publication (X)
Title A STUDY OF BRAND IMAGE Case: Nightclub Bra Degree Programme Degree Programme in International Business Tutor(s) SIITONEN, Tiina Assigned by Nightclub Bra Abstract The purpose of the thesis is to study the brand image of a night restaurant Bra in Jyväskylä from the point of view of its customers. The goal is to find out what associations are connected with Bra and thus why people visit there. The theoretical frame of reference consists of defining the concept of brand, brand identity, brand associations and brand image. Keller’s brand building framework is also introduced. By using the four main factors of brand identity, according to Aaker, one is built for Bra because without a clear brand identity set by the company itself it is hard to define brand image. The research is based on a qualitative focus group research where via creative association artwork the associations relating to Bra and its brand are studied. Nine young adults who belong to Bra’s clientele and target segment took part in the focus group interview. In the research Bra was discovered to be a trendy and comfortable night club. Mostly positive associations were connected with Bra’s brand, and its appearance was seen as entertaining and relaxing, it is a place where it is nice to go meet people. For future research I suggest studying more deeply why people go to nightclubs for and concentrate also on the international students in Jyväskylä.
Keywords Brand, brand associations, brand image, brand identity, Keller’s CBBE- model, focus group interview. Miscellaneous Attached artwork and lettering, 15 pages
References: Why Brands Fail Tuesday, May 18, 2010 By Ankit Kapoor & Gaurav Dube Product and Brand failures occur on an ongoing basis to varying degrees within most product-based organizations Appendix 2 Why Brands Fail- Cashberry Why Brands fail? Thursday, November 02, 2006 A long, long time ago in a galaxy far away, products were responsible for the fate of a company