Communicating a Renewed Brand Identity

This thesis aims to help the commissioning company in finding a suitable approach to efficiently communicate the renewed brand identity of the company. Theories applied to this research include rebranding, segmentation, as well as theories on customer relationships, service encounters and online marketing. This is complemented by the identification of the company potential through SWOT analysis as well as identifying differentiating factors within the company, in order to gain competitive advantage. These aspects are analysed and combined in order to create a functional guide, on how to go about in marketing the company on- and offline, with a focus on existing customer retention. Prior to this research, the company had already launched an auxiliary business name to complement the company profile. Although the renewed brand identity entailed a logo and some marketing material, the change in the company brand identity had not been completely implemented. This created the need for this research. The methodology of the research draws on the constructivist approach, where an end product is constructed by combining theory and the case data. The data comprises of interviews, company documents and yachting industry literature. The data was analysed in a qualitative manner, through content analysis. As a result of the thesis, the company is advised to update its marketing online, through social media and its website. The company website was completely renewed during this process, to ensure the incorporation of a more comprehensible and customer friendly website. A customer newsletter was also implemented during this process, with the goal of engaging existing customers. Some aspects of the service offerings were also improved, such as on-site accommodation for long distance travelling crews. The reasoning behind choosing these aspects into the research are based on the need, which was stated by the commissioner, as well as the organisational strategy of the company