Brand identity research for DreamWhite : how employees perceive brand identity

DreamWhite, the thesis commissioner company is a clothing brand established in 1999 and based in Saint Petersburg, Russia. It has 8 offline stores in 4 large cities: Kaliningrad, Moscow, Ekaterinburg, and Saint Petersburg. Key brand products are stylish coats and trenches for women. The goal of the commissioner company for this project was to learn how to develop a desired brand image. In the process, author collected qualitative data using primary and secondary research methods. First, in theoretical framework, author collected data about brand image, identity,and personality, explored terms, theories and models connected to these subjects through desktop research method. Then, author sent out a questionnaire to learn about how employees perceive identity of DreamWhite. Target group consisted of workers in marketing, creative and public relations departments as these people work closely with brand positioning and image every day. With the survey, information on brand mission, values and unique value proposition wascollected. Furthermore, brand personality was examined thoroughly. Results of the questionnaire were analyzed and summarized next. Based on the data collected during the process, author created a brand communication plan, where marketing and PR activities, ideas and methods were suggested for implementation to develop a desired brand image. Moreover, brand archetypes, which were found to be the most relevant based on the survey results, were explained as well. Further development subjects which are useful to consider for the commissioner company were presented in the last chapter