Building a Global Brand for SME. Case: DAP Services a.s.
Kahánek, Evgenia (2015)
Lataukset:
Kahánek, Evgenia
HAAGA-HELIA ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505076768
https://urn.fi/URN:NBN:fi:amk-201505076768
Tiivistelmä
This study is a case assignment for DAP Services a.s., a consulting company operating in Czech Republic and having a wide partner network in a number of countries in Europe and outside it. The thesis aim is to clarify how a company that belongs to the category of small and medium-sized enterprises can build a strong global brand.
DAP Services a.s. has an intention to become a globally recognized brand. There were certain steps taken towards that direction, and now there is a need to develop a structured plan on how to build a strong global brand, which became the objective of this thesis. The research question is: “How to build a strong global brand for DAP Services?” This question guides the research process of this thesis – starting from the theoretical part, which evolves into the theoretical framework, and all the way through the empirical study.
The theoretical part covers relevant concepts and theories in the field of branding – brand equity, brand identity, brand building, global branding, brand management in SME – and presents a theoretical framework, which serves as a baseline for the empirical part of the thesis.
The empirical study was completed in cooperation with DAP Services board of directors, selected employees, business partners of the company from several countries and clients. This research is a qualitative study with multiple methods applied for data collections and analysis.
The result of this study is a plan, or a guideline, for the case company to develop a global brand. The plan lists the major steps to be taken to build a strong global brand and practical recommendations on the improvements of current brand building activities. Some of the recommendations have already been successfully implemented during the thesis writing process. There is a plan to fully pursue the branding plan during the course of the years 2015-2016.
DAP Services a.s. has an intention to become a globally recognized brand. There were certain steps taken towards that direction, and now there is a need to develop a structured plan on how to build a strong global brand, which became the objective of this thesis. The research question is: “How to build a strong global brand for DAP Services?” This question guides the research process of this thesis – starting from the theoretical part, which evolves into the theoretical framework, and all the way through the empirical study.
The theoretical part covers relevant concepts and theories in the field of branding – brand equity, brand identity, brand building, global branding, brand management in SME – and presents a theoretical framework, which serves as a baseline for the empirical part of the thesis.
The empirical study was completed in cooperation with DAP Services board of directors, selected employees, business partners of the company from several countries and clients. This research is a qualitative study with multiple methods applied for data collections and analysis.
The result of this study is a plan, or a guideline, for the case company to develop a global brand. The plan lists the major steps to be taken to build a strong global brand and practical recommendations on the improvements of current brand building activities. Some of the recommendations have already been successfully implemented during the thesis writing process. There is a plan to fully pursue the branding plan during the course of the years 2015-2016.