Brand evaluation : AVK Finland Oy

Strategic brand management may increase company's success. Strategic brand management´s influence in company success cannot be emphasized enough and it should be integrated as part of the company strategy. This research concentrates on the importance of company's brand strategy management. Especially large companies, that operate in an international market compete against even greater selection of offering. Circumstances for globally spread companies are variable in each market, therefore multinational companies have to recognize what are the characteristics for each their markets individually. The idea for the thesis is to study a concept of brand management form a brand development perspective. Emphasis is on business-to-business viewpoint. A brand evaluation survey is launched from the request of a commissioner company – AVK Finland Oy. The assignment culminates to the initial research question, “How do customers evaluate AVK´s performance in Finland today?” At the end of the thesis a conclusion was made. It summarizes the outcome of a customer survey which is launched to help the commissioner to form their brand strategy plans for future