Brand development process in the digital age - Case: S-Pankki
Ylä-Kauttu, Tuomas (2015)
Kuvaus
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Tiivistelmä
It is the dawn of the digital revolution and a lot of brands in many industries are struggling to keep up with the accelerating fast-paced progress that is disrupting industry after another. Traditional and well-established brands lose their competitive edge overnight and distance themselves from the digital native customer which require a strong digital presence from brands. Businesses that stay relevant in the long term manage to innovate successfully and continuously develop their brands forward. A truly meaningful brand has a shared purpose and vision which resonates through the entire organization and to all stakeholders by answering the question why first. A meaningful brand can establish a strong connection with it’s customers and propose an authentic customer value proposition as there is a shared mutual goal with the company and the customer.
This thesis describes the brand development process as an on-going continuous loop where old product lines finance the new innovative product lines which in return give a halo of modernity to the old ones. This kind of cyclic process is proposed as a key to success in the longer term in brand development as the research question is “How to develop a meaningful banking brand in the digital age – Case S-Pankki”. The answer to this research problem is intended to find through a structure of three goals which include defining the disruptive brand development process, defining the problem areas in S-Pankki’s brand development and developing S-Pankki’s own disruptive brand development framework.
The empirical research part of the thesis constructs a bridge between the theory and practice of the thesis and lifts up insights and findings that help to form a practical action plan and the elaborated version of the disruptive brand development process framework that facilitates the future efforts of S-Pankki’s journey towards becoming a digital bank and improving their current brand development process. The thesis sums up with conclusions and future implications that suggest implications for future research.
This thesis describes the brand development process as an on-going continuous loop where old product lines finance the new innovative product lines which in return give a halo of modernity to the old ones. This kind of cyclic process is proposed as a key to success in the longer term in brand development as the research question is “How to develop a meaningful banking brand in the digital age – Case S-Pankki”. The answer to this research problem is intended to find through a structure of three goals which include defining the disruptive brand development process, defining the problem areas in S-Pankki’s brand development and developing S-Pankki’s own disruptive brand development framework.
The empirical research part of the thesis constructs a bridge between the theory and practice of the thesis and lifts up insights and findings that help to form a practical action plan and the elaborated version of the disruptive brand development process framework that facilitates the future efforts of S-Pankki’s journey towards becoming a digital bank and improving their current brand development process. The thesis sums up with conclusions and future implications that suggest implications for future research.