Building a Brand Image: A Case Study of How GANNI Can Best Create a Positive Brand Image Perception
Authors
Voldby-Ravn, Mathilde ; Schmidt, Ellen Lisa
Term
4. term
Publication year
2022
Pages
136
Abstract
Dette speciale undersøger, hvordan brands kan skabe den mest positive brand image-perception via eksisterende marketinginitiativer med GANNI som case. Inden for en socialkonstruktivistisk ramme blev der gennemført semistrukturerede interviews med otte britiske kvinder i GANNIs målgruppe. Deltagerne blev eksponeret for udvalgte GANNI-tiltag grupperet i seks kategorier, placerede deres opfattelser på en specialdesignet Likert-skala og uddybedes i samtale. Interviewene blev afholdt online (Zoom) efter en interviewguide og analyseret ved tematisk analyse (Braun & Clarke). Resultaterne viser, at opfattelserne varierede på tværs af kategorier, men generelt var positive; content marketing skabte de mest positive brandopfattelser, fordi indsatserne oplevedes som bevis på, at GANNI omsætter sine udsagn til handling. Tiltag, der ikke afspejlede dette, blev vurderet mere negativt. Fundene stemmer overens med den moderne forbrugers forventning om, at brands leverer værdi ud over det fysiske produkt og dokumenterer deres løfter i praksis. Studiet bidrager med indsigt i, hvilke typer marketinginitiativer der styrker en positiv brand image-perception i modebranchen.
This thesis examines how brands can create the most positive brand image perception through existing marketing initiatives, using the Danish fashion brand GANNI as a case. Working within a social constructivist paradigm, the study conducted semi-structured interviews with eight British women in GANNI’s target audience. Participants were exposed to selected GANNI initiatives grouped into six categories, rated their perceptions on a purpose-built Likert scale, and elaborated in discussion. Interviews were held online (Zoom) following an interview guide and analyzed using thematic analysis (Braun & Clarke). Findings indicate that perceptions varied across categories but were generally positive; content marketing generated the most positive brand perceptions because these efforts were seen to substantiate what GANNI claims to do in practice. Initiatives perceived as not reflecting this were viewed more negatively. The results align with modern consumers’ expectation that brands deliver value beyond the physical product and back up their words with actions. The study offers insights into which types of marketing initiatives strengthen positive brand image perception in the fashion context.
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