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Mobina: what do your stakeholders think? : Research into brand personality dimensions among different stakeholder groups.

Haak, Lisa van der (2019) Mobina: what do your stakeholders think? : Research into brand personality dimensions among different stakeholder groups.

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Abstract:The brand personality of a company matters more than you may think. It is not only a logo that identifies your business, product or service, but basically every interaction people have with your company. Therefore, an understanding of the brand personality is of great importance to become a successful brand. This research examines the brand perception of the software and knowledge company Mobina in three different elements of brand perception: identity, image and reputation. The brand perception of 12 stakeholders is examined through an interview and sorting task, including two managers and two employees of Mobina (identity), two clients (reputation), two potential clients and two non-experts (image). The internal and external stakeholders have been showed a video to reduce the differences in familiarity with the brand. The results show that potential clients and non-experts found Mobina less emphatic and agreeable than clients, employees and managers. Furthermore, potential clients rate excitement lower than non-experts, clients, employees and managers. Based on a clearer indication of the brand perception, several marketing communication strategies are recommended to enhance the brand perception of Mobina.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/78295
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