Brand Research : Brand identity versus brand image – Case R/H Studio

The purpose of the thesis is to compare the way R/H Studio determines their own brand identity into the brand image that is being perceived by their customers. R/H Studio is a Finnish clothing label established in 2011 by its two designers Hanna Riiheläinen and Emilia Hernesniemi. Throughout their existence, the company has not yet conducted a research of any kind to survey whether the brand image they desire to portray is conceived the right way. To determine the current state of R/H’s brand image an online survey was conducted. The platform was chosen to get a good-sized sample of customers. With 1438 respondents, the sample size was remarkable enough to carry out a trustworthy comparison amongst the external brand image versus the internal identity. The brand identity definition was rounded up from personal employee interviews. Additionally, the purpose was to point out the similarities as well as differences between these two and thus come up with solutions to resolve likely misunderstandings. The online survey was shared through author’s and R/H Studio’s own social media channels including Facebook and Instagram. In addition to this, the link was published on the author’s blog and shared by other influencers close to the brand. Lastly the link was forwarded to key customers through R/H Studio’s monthly newsletter. Distributing the survey through a mixture of various communication channels enabled the author to reach a diverse group of respondents and get a notable overview of the brand image perception. As the sample consisted of both regulars as well as people relatively new to the brand the outcome was not distorted by a too high level of intimacy with the brand. The outcome was that image currently perceived by the customers was mostly intact and in line with the identity of R/H Studio. Thus, the findings suggest that the challenges the company currently faces are not brand image but rather product availability related