Developing Brand Identity: Case Ruin City Rollers
Hoffrén, Sina (2019)
Hoffrén, Sina
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112823159
https://urn.fi/URN:NBN:fi:amk-2019112823159
Tiivistelmä
Branding is an important part of organizations’ marketing efforts and holds the key to successful differentiation from competitors and effective value communication.
The objective of this thesis was to discover how to brand a marginal sports’ team, and to develop a campaign plan the commissioner of this thesis can use to strengthen its brand. The developmental work includes suggestions for branding and brand communication as well as a brand communication calendar for events the commissioner could attend to promote their brand.
The commissioner was Roller Derby Kajaani RY, a roller derby association in Kainuu established in 2012. The small association needed help with branding themselves and implementing their brand through marketing communications and hope to use the brand elements to gain more visibility in Kajaani and Kainuu.
This developmental thesis consists of the theory of branding and sports marketing, branding ideation workshop and as the developmental work branding elements for the commissioner. The purpose of the branding workshop was to gain insights from the association members into the purpose, value and vision of the association and the sport itself. The brand elements created relied heavily on the results of the workshop.
The objective of this thesis was to discover how to brand a marginal sports’ team, and to develop a campaign plan the commissioner of this thesis can use to strengthen its brand. The developmental work includes suggestions for branding and brand communication as well as a brand communication calendar for events the commissioner could attend to promote their brand.
The commissioner was Roller Derby Kajaani RY, a roller derby association in Kainuu established in 2012. The small association needed help with branding themselves and implementing their brand through marketing communications and hope to use the brand elements to gain more visibility in Kajaani and Kainuu.
This developmental thesis consists of the theory of branding and sports marketing, branding ideation workshop and as the developmental work branding elements for the commissioner. The purpose of the branding workshop was to gain insights from the association members into the purpose, value and vision of the association and the sport itself. The brand elements created relied heavily on the results of the workshop.