Industrial branding using digital media : case: The Switch

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dc.contributor.author Lipiäinen, Heini
dc.date.accessioned 2012-06-08T06:28:14Z
dc.date.available 2012-06-08T06:28:14Z
dc.date.issued 2012
dc.identifier.uri http://urn.fi/URN:NBN:fi:jyu-201206081832 en
dc.identifier.uri http://hdl.handle.net/123456789/38000
dc.description.abstract The shift from traditional marketing channels to the digital channels has been rapid which has generated new challenges and opportunities for business-to-business (B2B) communication and brand building processes. In general, studies of B2B branding are scarce, since branding has been approached as a business-to-consumer (B2C) function. In future B2B branding and brand management may well become a critical success factor in the market, since competition brought by globalization and market liberalization assisted by the internet revolution. This research will combine these previously presented themes; B2B branding and digitalization, and hence try to understand the phenomena of industrial branding in the digital age. The main objective of this study is to enhance understanding of how to build an international industrial brand with digital media. The research is descriptive and explorative in nature and conducted from the company management perspective. The phenomenon is approached through one case study concerning a Finnish-based growth company called The Switch. The Switch is also a great example for other young Finnish companies who need to be encouraged to think big and pay attention to marketing and communication as a strategic asset. The findings of this study suggest that it is beneficial to build an industrial brand in the digital environment in a consistent manner, as a strategic asset by integrating genuinely different operational functions. Branding should be market driven but diligently consider the company’s internal capabilities and affairs. To keep the brand relevant and active, branding should be seen as an ongoing process requiring continuous adjustment of the brand through monitoring of the environment and reacting to weak signals. In the age of digitalization, branding should include planning, coordination and participation rather than controlling. Branding in the digital age requires stories to be told, not marketing messages to be sent.
dc.format.extent 135 s.
dc.language.iso eng
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.subject.other Business-to-Business
dc.subject.other Industrial
dc.subject.other marketing communication
dc.subject.other digital media
dc.subject.other brand
dc.subject.other branding
dc.title Industrial branding using digital media : case: The Switch
dc.type Book en
dc.identifier.urn URN:NBN:fi:jyu-201206081832
dc.subject.ysa yritysmarkkinointi
dc.subject.ysa teollisuusyritykset
dc.subject.ysa markkinointiviestintä
dc.subject.ysa uusmedia
dc.subject.ysa brändit
dc.subject.ysa brändäys
dc.subject.ysa digitalisoituminen
dc.type.dcmitype Text en
dc.type.ontasot Pro gradu fi
dc.type.ontasot Master's thesis en
dc.contributor.tiedekunta Humanistinen tiedekunta fi
dc.contributor.tiedekunta Jyväskylän yliopiston kauppakorkeakoulu fi
dc.contributor.tiedekunta Faculty of Humanities en
dc.contributor.tiedekunta Jyväskylä University School of Business and Economics en
dc.contributor.laitos Viestintätieteiden laitos fi
dc.contributor.laitos Department of Communication en
dc.contributor.yliopisto University of Jyväskylä en
dc.contributor.yliopisto Jyväskylän yliopisto fi
dc.contributor.oppiaine yhteisöviestintä fi
dc.date.updated 2012-06-08T06:28:14Z

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