Bridging the Gap: A Research Study on Wood Wood's Brand Identity & Brand Image

Jon Boye Grossert Mørck & Rebecca Spencer Søltoft

Student thesis: Master thesis

Abstract

This research study investigates the brand identity and brand image of Wood Wood, and explores whether a gap exists between the brand identity and brand image. A gap can lead to customer dissatisfaction and a low degree of brand loyalty, therefore, bridging a brand identity and brand image gap is of particular importance. This research study introduces a combination of research methods and concepts in order to investigates a potential gap between brand identity and brand image. It explores Wood Wood’s brand identity by mapping the brand identity traits through the brand identity prism. The consumer associations to Wood Wood that constitutes the brand image is elicited through brand concept maps and examined through the dimensions of brand knowledge. Both the brand identity and brand image is investigated using a mixed methodological approach in terms of quantitative and qualitative research. This research study concludes that a large gap exists between the Wood Wood brand identity and brand image. Alignment only exists between the brand identity trait and core association Streetwear, as well as the brand identity trait Understated and core association Minimalistic, which are considered synonymous. Moreover, two points of partial alignment exists. The research study explores a potential solution to bridge the brand identity and brand image gap by increasing customer-based brand equity through social media communication. This research study proposes that Wood Wood should focus on conveying their brand identity clearly, and establish brand salience, brand performance, brand imagery, brand judgments and brand feelings through social media communication. By achieving an increasingly active engagement from Wood Wood’s Facebook community through brand post vividness, interactivity, information and entertainment, Wood Wood are able to increase their customer-based brand equity.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2018
Number of pages156
SupervisorsFlorian Kock