Online Branding : case: Insjö Oy

The thesis ideas was supporting Insjö, an organizing and functional accessories company, with online branding development plan. Company has implemented activities for marketing and brand building. However, Insjö branding strategies are outdated and require innovation for brand development. At the present, Insjö is operating online via official website and targeting for new customers outside Finland. Therefore, online branding is critical for company to raise international customer brand awareness and consolidate Insjö position in global market. The target of this thesis is to provide the company with possible branding, which based on company previous branding activities and goals. The content of this dissertation will focus on online branding, which is important for businesses in the new era of internet and is suitable for Insjö to accelerate expansions in new markets. The thesis theory part will discuss brand, branding crucial elements influences of internet tools to online branding. The primary sources of this study include customer interviews and acquired data through various Insjö sale campaign. The secondary sources are mainly used in the theoretical part and consist of current academic works and articles available both in printed version and on the internet. Parts of branding development plan are abridged in respect of information confidential, as Insjö’s wishes. However, the branding improvements will be presented in the plan. Before thesis publishing, the content, will be evaluated by the company for adjustments. The branding development plan would be used for Insjö brand future development activities. The suggestions are tailored for sustainable branding process in long term by measuring the online branding results, updating internet tools usage for raising the brand reputation and strategically positioning in global markets