Branding recommendations for the FinnCham network
Hyvärinen, Hanna (2012)
Hyvärinen, Hanna
HAAGA-HELIA ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012121619618
https://urn.fi/URN:NBN:fi:amk-2012121619618
Tiivistelmä
This thesis serves the purpose of assisting in brand development through internal stakeholder insight. Specifically, the aim of this thesis was to provide branding recom-mendations for the FinnCham network based on the internal stakeholder’s needs and expectations. Insight from the internal stakeholders could support the brand develop-ment of FinnCham, which is a newly launched network of Finnish bilateral Chambers of Commerce, Trade Associations and Trade Guilds.
This thesis consists of an introduction to the case organization, a theory part and an empirical part. The theory part deals with branding in general and a deeper analysis on brand identity planning and how the designed brand identity could be communicated to the public and internal stakeholders is provided. Stakeholder theories are also looked into to determine how a well-functioning network works. A summary of the theory is provided, which guides the Discussion and conclusions part.
The research methodology was qualitative, through six interviews with standardized open-ended questions with respondents chosen by judgmental sampling and with the same questions sent by a questionnaire to the entire population under study. 15 out of 86 respondents answered the questionnaire, making the response rate 17.4 per cent.
The respondents had an unclear perception on the FinnCham brand in terms of what the essence of the brand is. Various development suggestions were stated and the needs articulated on how the network would better serve the internal stakeholders. As to the generalizability of the thesis, it should be said that the results do not account for all newly launched brands, due to the unique nature of the multi-organizational Fin-nCham network. However, the insight gathered by this study can support the brand designers at FinnCham to develop the brand to better meet the needs and expectations of the internal stakeholders.
This thesis consists of an introduction to the case organization, a theory part and an empirical part. The theory part deals with branding in general and a deeper analysis on brand identity planning and how the designed brand identity could be communicated to the public and internal stakeholders is provided. Stakeholder theories are also looked into to determine how a well-functioning network works. A summary of the theory is provided, which guides the Discussion and conclusions part.
The research methodology was qualitative, through six interviews with standardized open-ended questions with respondents chosen by judgmental sampling and with the same questions sent by a questionnaire to the entire population under study. 15 out of 86 respondents answered the questionnaire, making the response rate 17.4 per cent.
The respondents had an unclear perception on the FinnCham brand in terms of what the essence of the brand is. Various development suggestions were stated and the needs articulated on how the network would better serve the internal stakeholders. As to the generalizability of the thesis, it should be said that the results do not account for all newly launched brands, due to the unique nature of the multi-organizational Fin-nCham network. However, the insight gathered by this study can support the brand designers at FinnCham to develop the brand to better meet the needs and expectations of the internal stakeholders.