Creating and launching a new brand : The Other Danish Guy
Toikka, Ville (2016)
Toikka, Ville
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016111816501
https://urn.fi/URN:NBN:fi:amk-2016111816501
Tiivistelmä
Creating and Launching a new brand is a productive story of launching The Other Danish Guy, intentional to be a born global underwear brand. The story starts from the Serendipity behind the innovation. Serendipity is one of the theory parts of this thesis and can be described by using a definition Happy Accident.
The purpose of this thesis is to successfully document how the innovation got started, which were the following steps, how everything was planned, how everything finally went and which were the results. The goal of this thesis is to show how important it is to focus on making the brand blueprint clear since the beginning of the launch. This thesis can be used as an example for entrepreneurs who are interested to cross into the markets by focusing on the brand or for future entrepreneurs who have an idea of new innovation and are searching ideas for the next steps.
Launch process of The Other Danish Guy has been described by using two theories; Worldwide used product launch model Stage-Gate and one of the most referenced theory in the brand literature, brand building model from de Chernatony. The Other Danish Guy concept is a 90 % focused on the brand and 10 % of the product, according to that the author has been described the launch process by applying the brand building model from de Chernatony. In this case, the brand blueprint was designed first, and after the product which is suitable for the brand. Along with applying theory, the author had been working in the company during the whole launch process, right after the new product idea had developed. Period of documenting this launch is between 01.08.2015 when the author started to work in the company and will finish on 09.11.2016.
In the launch planning, the author will describe in a more detailed way how the launch was planned to be, but there were two main problems; to make a successful product and make a successful web shop. Through the all challenges, the meaning of designing the brand blueprint at the beginning of the launch process got emphasised.
In the productive part, the author will describe the context of The Other Danish Guy brand. The parts during the launch process were Market research, Brand positioning, Consumer in-sights, Brand concept, Brand communication concept, Distribution channels and the Product.
In the results, the author has described how The Other Danish Guy looks as a brand and showed how the brand awareness started to grow since the launch. In the discussion the author according to the results proves how designing the brand blueprint since the beginning of the launch will help to get successful results.
The purpose of this thesis is to successfully document how the innovation got started, which were the following steps, how everything was planned, how everything finally went and which were the results. The goal of this thesis is to show how important it is to focus on making the brand blueprint clear since the beginning of the launch. This thesis can be used as an example for entrepreneurs who are interested to cross into the markets by focusing on the brand or for future entrepreneurs who have an idea of new innovation and are searching ideas for the next steps.
Launch process of The Other Danish Guy has been described by using two theories; Worldwide used product launch model Stage-Gate and one of the most referenced theory in the brand literature, brand building model from de Chernatony. The Other Danish Guy concept is a 90 % focused on the brand and 10 % of the product, according to that the author has been described the launch process by applying the brand building model from de Chernatony. In this case, the brand blueprint was designed first, and after the product which is suitable for the brand. Along with applying theory, the author had been working in the company during the whole launch process, right after the new product idea had developed. Period of documenting this launch is between 01.08.2015 when the author started to work in the company and will finish on 09.11.2016.
In the launch planning, the author will describe in a more detailed way how the launch was planned to be, but there were two main problems; to make a successful product and make a successful web shop. Through the all challenges, the meaning of designing the brand blueprint at the beginning of the launch process got emphasised.
In the productive part, the author will describe the context of The Other Danish Guy brand. The parts during the launch process were Market research, Brand positioning, Consumer in-sights, Brand concept, Brand communication concept, Distribution channels and the Product.
In the results, the author has described how The Other Danish Guy looks as a brand and showed how the brand awareness started to grow since the launch. In the discussion the author according to the results proves how designing the brand blueprint since the beginning of the launch will help to get successful results.