Brändimise tähendus Eesti eraettevõtetes
Date
2006
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Abstract
Description
The 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.
Keywords
H Social Sciences (General), bakalaureusetööd