Käsitööettevõtte brändistsenaariumid
Date
2010
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
Master of Public Relations: Branding Scenarios for the Business of Crafts
This thesis analyses the business environment for Ulas, a forthcoming handicraft company in
Estonia. Furthermore, a vision for future brand identity is created and branding scenarios
outlined.
Firstly, the theoretical foundations of handicraft, handicraft business and brand are described.
The company’s business idea is to provide high quality national textile. The target groups
involved in the twelve interviews were: craftsmen of Ulas, businessmen (partly in
competition), experts (institutional leaders of handicraft training and development) and
consumers. An overview of the Estonian economical situation relevant for Ulas in the summer
of 2010 is covered, and also the important aspects of handicraft branding in the cultural
environment, mainly how to make public value it more. Analysis of the market, competition
and consumers showed high competition in handicraft generally. A pivotal aspect is why a
craftsman would want to join the company. It became clear that the craftsmen have no clear
nor unifying aim, which needs more focus.
Analysing Ulas’s structure of products and services together with the business idea helped to
place the company on a realistic competition field. Also, possible positioning on the market is
suggested.
Based on the research findings three branding models suitable for a handicraft business are
suggested (depending on the chosen business strategy): artisan brand, source brand and
umbrella brand. Dangers and opportunities in brand development and client response are also
covered.
This thesis has a practical value mainly to the craftsmen of Ulas providing marketing
solutions. As a generalisation it also may provide interest to other developers on the same
field as a specific case presentation.
Keywords
magistritööd