Brand awareness and brand image: A mixed methods study investigating brand knowledge of the Danish fashion brand Shaping New Tomorrow
Authors
Eusemann, Mona ; Okle, Ann-Kathrin
Term
4. Semester
Publication year
2023
Submitted on
2023-06-01
Pages
164
Abstract
Dette speciale undersøger, hvilke forhold der påvirker brand awareness (hvor kendt et brand er) og brand image (de forestillinger og følelser, som forbrugere forbinder med et brand), og hvordan brand image påvirker købsintention og betalingsvillighed. Begge er centrale begreber i marketing, fordi de former, hvordan forbrugere opfatter og husker brands. Vi måler samtidig kendskab og image for det danske modebrand Shaping New Tomorrow (SNT) i Tyskland og omsætter resultaterne til praktiske anbefalinger for markedsføring. Specialet bruger en mixed methods-tilgang: Spørgeskemaundersøgelser blandt tyske forbrugere måler SNT's kendskab og image, mens en kvalitativ analyse af onlineanmeldelser identificerer brandassociationer og samler dem i et netværk, der viser de mest udbredte forbindelser. Resultaterne viser, at kendskab, højere annoncefrekvens, valg af annoncemedier og et positivt billede af oprindelseslandet (hvordan man ser på produkter fra Danmark) alle bidrager positivt til brandets image. Desuden kan kendskabet øges ved at annoncere oftere. Et stærkere brand image øger på sin side både sandsynligheden for at ville købe og villigheden til at betale. For SNT peger resultaterne på relativt lavt kendskab blandt tyske forbrugere, men et stærkt og positivt image hos dem, der kender brandet.
This thesis examines what influences brand awareness (how well people recognize a brand) and brand image (the ideas and feelings people associate with it), and how brand image affects purchase intentions and willingness to pay. These are central concepts in marketing because they shape how consumers perceive and remember brands. We also measure the awareness and image of the Danish fashion brand Shaping New Tomorrow (SNT) in Germany and translate the findings into practical recommendations for marketing. The study uses a mixed-methods design: surveys of German consumers assess SNT's awareness and image, and a qualitative analysis of online reviews identifies brand associations and organizes them into a network that highlights the most common links. The results show that awareness, higher advertising frequency, the choice of advertising channels, and a favorable country-of-origin image (how people view products from Denmark) all strengthen brand image. Advertising more frequently also increases awareness. In turn, a stronger brand image raises both the likelihood of buying and the willingness to pay. For SNT, the findings indicate relatively low awareness among German consumers but a strong, favorable image among those who know the brand.
[This summary has been rewritten with the help of AI based on the project's original abstract]
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