Exploring Vivonline's brand resonance potential
a case studyExploring Vivonline's brand resonance potential
a case studySamenvatting
The main goal of this graduation assignment is to provide the client organization Vivonline with strategic advice in order to outline a better and accurate profile of their existing audience, and how to strengthen their brand resonance with the current online followers of their website. This is achieved through the use of the most prominent strategic brand management theories and models, and more specifically, with the use of the Customer-Based Brand Equity model, which comprises of the six brand-building blocks of Keller. This suggests that the essence of this research is to offer a potential path of brand building and growth for Vivonline. The Customer-Based Brand Equity model consists of the four main stages of (a) brand identity (who are you?); (b) brand meaning (what are you?); (c) brand responses (what about you?); and (d) brand relationships (what about you and me?). These four stages of building strong brand equity with the target consumer will ultimately lead to the answer of the policy question “How could Vivonline create brand resonance with the existing audience?”. Another important theory used to enable the researcher to answer the main research question is the consumer target segmentation theory by which the current online followers of Vivonline were segmented in terms of demographic, behavioral and psychographic bases. In order to arrive to a final conclusion and answer, thorough research was conducted, which consisted of two stages: preliminary and main research. The preliminary research stage consisted of literature and desk analysis, which enabled obtaining a better understanding and in-depth insight of the overall topic of this graduation assignment. The main research stage was the most crucial for obtaining the necessary data in order to answer the research question ‟What is the profile of the existing audience of Vivonline and how to strengthen brand resonance?” of this graduation assignment. In order to achieve this, a mixed-methods approach was used, which involved the use of quantitative techniques (online survey) and qualitative techniques (focus groups). Based on the results from the main research stage, the first conclusion was related to outlining an accurate profile of the current online followers of Vivonline. This was achieved by both presenting statistical data, but also by outlying two personas representing the current consumer of the company. The second outcome of the research was presenting all the findings in the form of the six brand-building blocks by Keller, which will further enable the client organization Vivonline to create better brand resonance with their followers. Every stage was described in a way that the company can be able to build consistent and strategically-proven-to-work brand equity. Since these results are quite detailed and thorough, they will not be directly presented in this management summary. A highly important outcome of the research was that the current online followers of the client organization do not purchase a lot of their products. In order to boost up sales, this research suggested a well-defined and tailored brand positioning strategy, which includes the four steps of (a) outlining the target consumer market; (b) outlining the main competitors; (c) defining the Points-Of-Parity with competition; and (d) defining the Points-Of-Difference with competition. In order to avoid consumers associating Vivonline with “expensive products”, a specific for the purpose of marketing approach was suggested. The goal of this approach was to address the negative relationship between the expensive products and the company in such a way, that they would mutually reinforce one another. This can be achieved by providing the current online followers of Vivonline with a different perspective to look at things, which will make them focus on certain factors, and considerations, which they might have been overlooking or ignoring.
Organisatie | Hogeschool Utrecht |
Opleiding | International Communication and Media |
Afdeling | Communicatie |
Partner | Viva Vitality |
Datum | 2014-06-10 |
Type | Bachelor |
Taal | Engels |