Creating and Communicating a Solid Brand Identity on the British Market: #Ganni

Eva Josephine Busck Fensvig

Student thesis: Master thesis

Abstract

Since one of their first fashion shows, Ganni has been one of the most hyped and eye-catching brands in the Danish fashion industry. With their unique essence, colourful collections, and exceptional organizational culture they cannot be overlooked on their way to success. With digital and mobile media changing human interactions, communication, and business function, a contradicting nature of the digital effect on brands success is acknowledged. Thus, the complicated task of transforming a company into a global brand while establishing a strong brand identity on a global market is recognized and forms the underlying premise of the research question investigated in this thesis. As brand identity is perceived differently depending on social concepts, the touchpoints that need to be considered to gain success on the British market are investigated. With the digital usage, the possibility to be online at all times, and the power of opinion leaders, customers are becoming increasingly empowered and demanding through permanent connectedness. This is affecting the patch to purchase, and, in turn, which conditions brands need to have in mind to maintain success in the long run. With the change in the consumer decision journey, due to the evolution of digital channels and third-party opinions, this thesis examines how Ganni can create and communicate a solid brand identity on the British market. The applied theoretical framework for the analysis consists of existing brand identity theory, in order to analyse Ganni’s brand identity and what benefits it delivers to the customers. Additionally, an analysis of connected consumers’ changing habits and value-sets were deemed crucial for analysing how to identify the main drivers of brand engagement. Furthermore, brand-meaning theory was applied to investigate how Ganni customers perceive the meaning behind the brand. This was supplemented by digital affluent consumer theory and digital strategic theory to examine the implications of connecting with the customers in a proper way in this complex digital world. The empirical research gathered consisted of interviews, netnographic data collection, and secondary data, which concentrated on investigating how Ganni has achieved their success until now, as well as their use of digital channels and understanding of the conditions in the British fashion industry. Through an abductive research approach, the thesis continuously regulated interpretations of findings in the correlations of applied theory and the data collection, to gain a deeper insight into the problem field and obtain valid results. Analysis provided evidence of the importance of Ganni’s brand identity and the emotional and self-expressive benefits they provide for their customers, as they are seen as important attributes in regard to beat the competition. Furthermore, it was identified how the consumers way of interacting and behaving through social media has a huge effect on the consumer journey in all phases. Accordingly, the significant effect social media also has on the evolvement of engagement with brands was confirmed, as seen through the #GANNIGirls hashtag and the whole community surrounding Ganni. Conclusively, this research endorses that Ganni will be met by huge competition from both online and offline actors when entering the British market due to several new substitutes and entrants in the industry. Besides that, several trends were found important to act on in regard to gaining success. This thesis suggests that Ganni should focus on their core identity and Scandinavia style through an omnichannel approach. They need to be ready to adapt to the British customers and develop a unique British essence, which can lead to the development of brand-customer relationships with the British customers. Essentially, Ganni should follow a Three-Dimensional Branding Approach and focus on ‘Social Life Branding’ and give their customers an intelligent and value-creating experience both online and offline. Lastly, Ganni should take action and be the leading brand in order to affect sustainability in the British fashion industry.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2019
Number of pages115