Building a brand identity for the Brazilian market
Ferraz, Suvi (2015)
Avaa tiedosto
Lataukset:
Ferraz, Suvi
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015101815490
https://urn.fi/URN:NBN:fi:amk-2015101815490
Tiivistelmä
The objective of this study is to support Oy Santa Claus Licensing Ltd. to establish brand licensing opportunities in Brazil. In order to achieve this, it starts by finding out the core values of the Santa Claus Finland brand. Next, it identifies which attributes will make the brand stand out from its competitors. Thirdly, it characterizes the brand positioning in Brazil. The research findings lead to recommendations on how to introduce the brand in Brazil, and identify potential licensees.
The theoretical framework introduces the concept of licensing as well as Aaker David’s brand identity model. As branding evolves rapidly, several electronic sources, including blogs and electronic papers, are cited in the literature review. According to the literature review, licensing is more than adding a logo into a product or merging brand names. Licensing is a way to extend brand value, to increase brand awareness, and to gain new market share. Literature review sources share a common understanding of the importance of brand identity and its centrality for organizations’ success. They way in which companies understand, build and treasure brand identity positively affects their performance and engages customers.
The study was executed in the form of a qualitative survey, with sample data collected by email and face-to-face interviews. The findings indicate that the Santa Claus Finland brand requires market specific adaptation in Brazil. The concluded core identity of the brand was love, good will, solidarity and unity. These attributes, as well as the brand imagery and its authenticity, differentiate the brand from its competitors. The research pointed out that a strong brand story would provide advantage to the brand in Brazil. In addition, the research findings identified some licensing opportunities for the company.
In conclusion, study objectives were met. Santa Claus Finland licensing will consider their approach to market according to the research recommendations. One of the research recommendations will evolve into a business case during the summer 2015 with an initial plan to present it to a possible partner during the autumn 2015.
The theoretical framework introduces the concept of licensing as well as Aaker David’s brand identity model. As branding evolves rapidly, several electronic sources, including blogs and electronic papers, are cited in the literature review. According to the literature review, licensing is more than adding a logo into a product or merging brand names. Licensing is a way to extend brand value, to increase brand awareness, and to gain new market share. Literature review sources share a common understanding of the importance of brand identity and its centrality for organizations’ success. They way in which companies understand, build and treasure brand identity positively affects their performance and engages customers.
The study was executed in the form of a qualitative survey, with sample data collected by email and face-to-face interviews. The findings indicate that the Santa Claus Finland brand requires market specific adaptation in Brazil. The concluded core identity of the brand was love, good will, solidarity and unity. These attributes, as well as the brand imagery and its authenticity, differentiate the brand from its competitors. The research pointed out that a strong brand story would provide advantage to the brand in Brazil. In addition, the research findings identified some licensing opportunities for the company.
In conclusion, study objectives were met. Santa Claus Finland licensing will consider their approach to market according to the research recommendations. One of the research recommendations will evolve into a business case during the summer 2015 with an initial plan to present it to a possible partner during the autumn 2015.