Branding in the Era of Web 2.0 - Social media as a platform for transmitting brand identity Authors: Sara Collin, Samrawit Yohannes Supervisor: Vladimir Vanyushyn Umeå School of Business and Economics Spring semester 2012 Degree project, 30 hp A BST R A C T Title: Branding in the era of Web 2.0 – Social media as a platform for transmitting brand identity Research question: How can firms transmit their brand identity through social media to the consumers? Purpose: The purpose of this research is to investigate how social media can be used within food industry to transmit brand identity. Method: This study is based on an interpretivistic research philosophy where the aim is to understand how people interpret the social reality. Furthermore, this research relies on constructionism that states that a social phenomenon is a result of social actors and is constantly changing. To measure this, we have chosen a mixed method research strategy. That is, we combine both qualitative and quantitative research. We have conducted five semi- structured interviews and handed out 100 surveys to receive the data needed for this research. Finally, this research is based on a combination of deductive and inductive theory. However, the emphasis is on inductive approach. Therefore, our research goes from theory to a development of a revised model for using social media to transfer brand identity. Theory: In this research we have chosen to combine theories about brand identity and social media. We have chosen theories that we believe serves best for our aim to investigate how brand identity can be transmitted through social media to the consumers and finally, develop a new model based on our research question. Results: The result of our study provides a social media implementation strategy for firms within the food industry. This strategy is based on our empirical findings and the existing brand identity and social media theories. The answer to our research question can be summarized as follows: Preparation: Gain knowledge with brand identity and consumers in mind. Goal: Should reflect brand identity while incorporating including an strive for relationship building. Target group/Users: Target should be in accordance with brand identity. However, the target must also incorporate the aspect of the consumers’ use of social media. Content: Reflect brand identity and also the consumers. This stays true for the language and tonality used to communicate the content as well. Media and activities: Initiate with one social media platform. This platform should be based on where the target group is already having a discussion and its ability to transmit the brand identity. Implementation: One team should be in charge. This team has to be provided with time and resources to plan and maintain the communication through this channel. Follow up and evaluation: This should be conducted on a continuous basis and include quantitative as well as qualitative analysis. Thank You! We wish to thank everyone who made this thesis possible. This gratitude is especially aimed to our supervisor, Vladimir Vanyushyn, Polarica, Norrmejerier and all the survey respondents. Once again, thank you and enjoy the reading! List of contents 1 INTRODUCTION ................................................................................................................................ 7 1.1 Choice of Subject ................................................................................................................ 7 1.2 Problem Background ........................................................................................................... 8 1.3 Empirical foundation ......................................................................................................... 10 1.3.1 Polarica ................................................................................................................................. 10 1.3.2 Current and prospective consumers ...................................................................................... 11 1.3.3 Norrmejerier ......................................................................................................................... 11 1.4 Research Question ............................................................................................................. 11 1.5 Purpose .............................................................................................................................. 11 1.6 Delimitations ..................................................................................................................... 12 1.7 Concepts ............................................................................................................................ 12 2 SCIENTIFIC METHOD .................................................................................................................... 13 2.1 Pre-understanding .............................................................................................................. 13 2.1.1 Practical pre-understanding .................................................................................................. 13 2.1.2 Theoretical pre-understanding .............................................................................................. 13 2.1.3 Effects of our pre-understanding .......................................................................................... 13 2.2 Research philosophy .......................................................................................................... 14 2.2.1 Epistemology ........................................................................................................................ 14 2.2.2 Ontology ............................................................................................................................... 15 2.3 Scientific approach ............................................................................................................ 15 2.4 Research strategy ............................................................................................................... 16 2.5 Research design ................................................................................................................. 17 2.6 Choices of theories ............................................................................................................ 17 2.7 Criticism of Sources .......................................................................................................... 18 3 THEORIES ......................................................................................................................................... 19 3.1 Brand ................................................................................................................................. 19 3.1.1 What is a brand? ................................................................................................................... 19 3.1.2 Strategic brand platform - Brand Building in a Company .................................................... 21 3.1.3 Strategic brand analysis ........................................................................................................ 22 3.2 Brand Identity .................................................................................................................... 23 3.2.1 Brand identity: a contemporary concept ............................................................................... 23 3.2.2 Brand identity structure ........................................................................................................ 24 3.2.3 Brand Identity Implementation ............................................................................................. 28 3.2.4 Brand Identity versus Brand Image ...................................................................................... 29 3.2.5 Identity-based Marketing ...................................................................................................... 31 3.3 Social Media ...................................................................................................................... 32 3.3.1 A shift from Web 1.0 to Web 2.0 ......................................................................................... 32 3.3.2 From traditional marketing to new communication strategies ............................................. 32 3.3.3 Defining Social media .......................................................................................................... 34 3.3.4 Private consumers usage of social media ............................................................................. 36 3.3.6 How can firms implement a social media strategy? ............................................................. 37 3.4 Conceptual framework ...................................................................................................... 41 4 PRACTICAL METHOD .................................................................................................................... 43 4.1 Selection of Cases and Choices of Respondents ............................................................... 43 4.1 Sampling technique ........................................................................................................... 43 4.1.1 Empirical setting ................................................................................................................... 46 4.2 Data collection ..................................................................................................................