Title: The Relationship between Brand Identity and Customer Loyalty

Thesis purpose: With the aim to study how to establish a strong brand, this thesis use SonyEricsson as an example to find out how did the brand identity influence on the customer loyalty, and then investigate what’s relationship between them. Methodology: Both quantitative and qualitative methods were used to support research. Quantitatively, an online survey was designed to obtain customers’ evaluations on brand identity message from SonyEricsson. Qualitatively, interviews have been taken place with related employees of SonyEricsson to collect relevant information on brand identity which they want to transfer to customers. These two research methods were also used to facilitate each other. Theoretical perspective: Theories focus on brand identity, brand image, and brand loyalty. This part also discussed the relationship during these three factors. The linkage between brand identity and customer loyalty was found, however, what’s relationship in detail should be investigated. Finally, two hypotheses about the relationship between brand identity and customer loyalty were made