Building brand indentity strategy : creating a brand identity strategic guide for Chaidim
Huynh, Thi Kim Ngan (2015)
Huynh, Thi Kim Ngan
Turun ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015121621101
https://urn.fi/URN:NBN:fi:amk-2015121621101
Tiivistelmä
This thesis is commissioned by E.L.F.B (Thailand) Company Limited with a request to assist the firm’s managers in developing a brand identity strategy for its flagship brand – Chaidim Premium Organic Tea. The thesis aims to develop a strategic brand identity manual that would provide the ideological platform and direction for Chaidim to manifest its brand soul (including its core purpose and values) and personality to its customers and prospects.
Chaidim is a rising young Thai brand that provides premium organic tea not only to Thailand but also international markets. The problem of the brand is that although being on the market for two years (launched in 2013) Chaidim still has not identified the ideology platform for its brand identity to be built on, including its core purpose, values, vision, mission), thus being unclear about which direction the brand should follow to powerfully manifest its soul to appeal to its customers and prospects. The research question this thesis tries to answer is “What is the brand identity strategy for Chaidim brand?”
The literature review presents an overview of the existing brand identity concepts and theories, starting from the concept origin to the dynamic development of brand identity’s theories in 90s as well as in the modern time. The author does not only introduce the mainstreams concepts and frameworks that construct brand identity but also deepens into their insights and perspectives by analyzing and synthesize to point out the important similar and different points in their works. Based on literature review, the author develops a theoretical framework to guide the brand identity strategy building process for Chaidim.
The research is of qualitative and quantitative approaches. Interview and survey are conducted to collect primary data for the analysis.
The result of this thesis is a brand identity manual that presents Chaidim’s core ideology platform that brand identity should center around and the direction for what steps Chaidim should take next to powerfully manifest its brand identity to the customers & prospects.
Chaidim is a rising young Thai brand that provides premium organic tea not only to Thailand but also international markets. The problem of the brand is that although being on the market for two years (launched in 2013) Chaidim still has not identified the ideology platform for its brand identity to be built on, including its core purpose, values, vision, mission), thus being unclear about which direction the brand should follow to powerfully manifest its soul to appeal to its customers and prospects. The research question this thesis tries to answer is “What is the brand identity strategy for Chaidim brand?”
The literature review presents an overview of the existing brand identity concepts and theories, starting from the concept origin to the dynamic development of brand identity’s theories in 90s as well as in the modern time. The author does not only introduce the mainstreams concepts and frameworks that construct brand identity but also deepens into their insights and perspectives by analyzing and synthesize to point out the important similar and different points in their works. Based on literature review, the author develops a theoretical framework to guide the brand identity strategy building process for Chaidim.
The research is of qualitative and quantitative approaches. Interview and survey are conducted to collect primary data for the analysis.
The result of this thesis is a brand identity manual that presents Chaidim’s core ideology platform that brand identity should center around and the direction for what steps Chaidim should take next to powerfully manifest its brand identity to the customers & prospects.