Analysing and developing the brand: Kuopion Moottorikerho Ry

This Bachelor’s thesis was commissioned by Kuopion Moottorikerho Ry. The aim was to study the current state of the brand, and the objective of this study was to create practical solutions for enhancing the current brand of a non-profit hobby organization Kuopion moottorikerho Ry. This includes analyzing the organization’s current operational state, finding the popential enhancing points within organization and make concretical recommendations. The thesis discusses the theory of brands. After that, the thesis describes the research conducted about the client organization as a whole. The key to successful branding for any organization is to gather knowledge of its operational environment, which is why a survey was conducted. The number of participants in the survey was 56, and it was conducted online on a Facebook group of finnish motocross enthusiasts called “Motocross-keskustelut” in fall 2022. The answers from the survey gave a vision for future improvements in the daily operations of the client organization regarding brand improvement. The research was made to benefit the case organization and the meaning behind the research was to create practical solutions to improve the whole brand. The goal was to get the case organization to consider the findings of the research in their strategical operations. The subject for this thesis was useful from the perspective of case organization Kuopion Moottorikerho Ry since no studies related to the organization had previously been conducted about them