The purpose of this thesis is to understand the concept of brand image in the context of the best tournament of professional football in Denmark - Alka Superliga. Kotler (2001) states that brand image can be defined as: “The set of beliefs, ideas and impressions that a person holds regarding an object” (p. 273), and this view have led to an examination of the image of the Alka Superliga. However, during our research in the theoretical framework of a brand image, we learned that the statement by Kotler (2001) needed to be unfolded further to incorporate a two-sided aspect of the concept. We argue that one side of the notion is to reveal the desired image of the brand through Divisionsforeningen’ set of beliefs, ideas and impressions expressed in their positioning and the associations they want to connect with the brand. Simultaneously, we discover the brand from the perspective of the perceived set of beliefs, ideas and impression reflected in the associations held by the consumers.
This emphasize that the definition of the brand image of Alka Superliga is to be interpreted from a perspective related to the Divisionsforeningen and a perspective related to the consumers. In order for define the brand image of Alka Superliga we divide the thesis in two parts: One part focusing on the perspective of Divisionsforeningen conceptualized as Desired Brand Image and another focusing on the perspective of consumers conceptualized as Perceived Brand Image. Dividing the thesis in terms of the desired and the perceived brand image implied that the empiricism of the thesis should treat both perspectives emphasizing that different qualitative and quantitative empirical collection techniques is applied. Through our study of the brand image of Alka Superliga we acknowledge that Divisionsforeningen and the consumers differ in terms of their brand image emphasizing that in order to understand the brand image of Alka Superliga we have to consider the brand image from different perspectives. However, as a final remark our research led to the appreciation of that the concept of brand image cannot be conceptualized into two distinct beliefs as the image of the brand is a cognitive and context related construction in the mind of the individuals emphasizing that the interpretation of brand image is unique. Thus, it is impossible to derive one complete truth about a brand’s image.
|Uddannelser||Cand.merc.bcm Brand and Communications Management, (Kandidatuddannelse) Afsluttende afhandling|