Lika barn leka bäst : En fallstudie om Mimer AB:s varumärkesidentitet- och image uppfattad av studenter
Sammanfattning: Date: 2022-06-02 Level: Bachelor Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalens University Title: Birds of a feather flock together - A case study about Mimer AB’s brand identity- and image perceived by students. Supervisor: Lennart Haglund Keywords: The Identity Prism, brand identity, brand image, marketing communication Research questions: How do Mimer identify their brand towards students?What is the students’ image of Mimer?Which are the differences between the received image and the identity communicated by Mimer? Purpose: The purpose of this study is to examine students’ perception about the housing association Mimer AB. With a further understanding for this a comparison of the brand identity- and image will be interesting since that can lead to a potential improvement in Mimer’s marketing communication progress towards students. Method: This study is based on a deductive approach where mixed methods have been used. The empirical material has been collected through a semi structured interview and a survey. Conclusion: There are gaps between the students’ image about the brand Mimer and Mimer’s brand identity. The most obvious are in the brand identity prism’s two aspects: culture and relationship. Our study shows that Mimer’s prime values (ONE) are not clear in the communication towards the students, hence the two parties do not see the culture aspect in the same way. Furthermore, students have another perception of how the relationship is between them and Mimer than the housing association has.
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