Brand identity co-creation of Hailuodon Panimo
Kaukonen, Linda (2021)
Kaukonen, Linda
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202101201405
https://urn.fi/URN:NBN:fi:amk-202101201405
Tiivistelmä
This qualitative case study explores brand identity co-creation of a Finnish craft brewery Hailuodon Panimo with the aim to identify core values of Hailuodon Panimo and related associations held by various stakeholders, and compare intended and enacted brand identities between founders, employees and customers.
First the broader context of co-creation is shortly introduced before focusing on branding. Relevant branding concepts are explored in their classic meanings and through co-creation, which is a modern school of brand management combining views of identity and image schools. In the co-creational view, brand identity is set by the organization but cannot be controlled by it. Brand identity is fluid and evolves. A theoretical framework for brand identity co-creation is presented and applied in the deductive study, yet the process itself is not the focus. In the framework personal values of founders lead to the formation of foundational brand identity which then evolves due to behaviours, actions and communication by the company and various stakeholders. Brand identity is constantly being adjusted to the changing environment, which is the essence of co-creation. The theoretical framework presents brand identity co-creation as a linear yet iterative process.
Data was collected through 15 semi-structured phone interviews with founders, employees and customers who had visited the brewery. Results showed that the foundational brand identity of Hailuodon Panimo includes core values of being sustainable and genuine which are connected to the island of Hailuoto. Various interconnected associations reflecting the foundational brand identity were detected.
Founders had brand associations connected to all three aspects of foundational brand identity. This intended brand identity was enacted similarly, but employees enacted aspects focused on sustainability and customers those on being genuine.
Based on the empirical part multiple brand identities co-exist reflecting the foundational brand identity. This differs from the linear view presented in the theoretical framework. There were indications that individuals view the Hailuodon Panimo brand through personal values, but this calls for future inquiries as the process and reasons why were not the focus in this study. It was identified that external stakeholders view the Hailuodon Panimo brand through visible and evident cues – outside in – and internal stakeholders through deeper characteristics – inside out – which calls for notice in communication done by the company.
First the broader context of co-creation is shortly introduced before focusing on branding. Relevant branding concepts are explored in their classic meanings and through co-creation, which is a modern school of brand management combining views of identity and image schools. In the co-creational view, brand identity is set by the organization but cannot be controlled by it. Brand identity is fluid and evolves. A theoretical framework for brand identity co-creation is presented and applied in the deductive study, yet the process itself is not the focus. In the framework personal values of founders lead to the formation of foundational brand identity which then evolves due to behaviours, actions and communication by the company and various stakeholders. Brand identity is constantly being adjusted to the changing environment, which is the essence of co-creation. The theoretical framework presents brand identity co-creation as a linear yet iterative process.
Data was collected through 15 semi-structured phone interviews with founders, employees and customers who had visited the brewery. Results showed that the foundational brand identity of Hailuodon Panimo includes core values of being sustainable and genuine which are connected to the island of Hailuoto. Various interconnected associations reflecting the foundational brand identity were detected.
Founders had brand associations connected to all three aspects of foundational brand identity. This intended brand identity was enacted similarly, but employees enacted aspects focused on sustainability and customers those on being genuine.
Based on the empirical part multiple brand identities co-exist reflecting the foundational brand identity. This differs from the linear view presented in the theoretical framework. There were indications that individuals view the Hailuodon Panimo brand through personal values, but this calls for future inquiries as the process and reasons why were not the focus in this study. It was identified that external stakeholders view the Hailuodon Panimo brand through visible and evident cues – outside in – and internal stakeholders through deeper characteristics – inside out – which calls for notice in communication done by the company.