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dc.contributor.authorSarapuu, Sven
dc.date2006
dc.date.accessioned2010-10-21T07:59:41Z
dc.date.available2010-10-21T07:59:41Z
dc.date.issued2006
dc.identifierSarapuu, Sven (2006) Brändimise tähendus Eesti eraettevõtetes. Other thesis, Tartu Ülikool.
dc.identifier.urihttp://hdl.handle.net/10062/15583
dc.descriptionThe aim of the present BA paper is mapping the meaningful area and researching what terms and concepts of different models as well as practices are exploited in Estonian enterprises, covering also differences in brands in big and small enterprises. The theoretical part of the paper concentrates mainly on different brand definitions and viewpoints of a variety of authors on the creation as well as managing processes of a brand. The empirical part of the paper focuses on ten enterprises four of which were big and six small enterprises. In-depth interviews were conducted with the heads of those companies that provided answers to the questions under scrutiny in the research. The author or the present paper observed the handling of a brand by different company heads including the negative aspects they see in brands. A more approach to branding process was carried out in one company analyzing the factors influencing brand design, options to keep and forward the brand, and aims creating the brand. It appeared that brand handling in big and small enterprises is quite similar. Their attitude to the factors influencing brand design was also quite similar involving familiarity, positioning, packaging and quality. Brand forwarding should, according to both big and small enterprises, take place through promotion, small enterprises also emphasized communication with customers. The approach was somewhat different concerning the aims in creating a brand: big enterprises considered earning profit the most important aspect whereas small companies stressed the importance of differentiation as a prerequisite for earning profit that was not singled out by the heads of big companies. The theoretical part of the paper could provide a more thorough research into the stages of brand creation. All stages could be provided with profound analysis finding out about similarities comparing different approaches and viewpoints. The practical part of the paper covered ten companies; however, in order to obtain more reliable data the number of companies should be increased. If there were more companies studied, it would be more likely that a starker contrast between their brand handling would emerge. Another option would be to compare branding processes in an Estonian company and a neighboring foreign company.
dc.formatapplication/pdf
dc.relationhttp://mail.jrnl.ut.ee:8080/175/
dc.subjectH Social Sciences (General)
dc.subjectbakalaureusetööd
dc.titleBrändimise tähendus Eesti eraettevõtetes
dc.typeThesis
dc.typeNonPeerReviewed


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