Influence of Visuals in Digital Brand Identity : Case company: PIIK
Filkovskaia, Juliia (2017)
Filkovskaia, Juliia
Jyväskylän ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201704275606
https://urn.fi/URN:NBN:fi:amk-201704275606
Tiivistelmä
The study covers the field of branding and visuals usage in digital era. The main aim of the research was to analyze concepts and features that create a foundation for a strong brand image, to define how brand visuals affect the company’s perception and how to achieve brand recognition in the Internet.
The research was implemented in collaboration with PIIK company. PIIK company is online recruiting agency. It is the digital service where employees and employers can anonymously and in real-time find each other.
To conduct the study, secondary information sources were utilized in order to provide a deeper understanding of branding in digital age as well as to cover general definitions required for fluency in this marketing area. Due to the nature of the research, qualitative approach was chosen, which was presented in forms of Q-method questionnaire and semi-structured interview. The questionnaire was distributed online to potential users of PIIK company. The author was able to receive 42 responses. The interview was conducted with one of the PIIK’s founders who acts as brand architect in the company and has a complete understanding of company’s decisions and insights.
The study showed that design decisions of PIIK company are positively perceived by users. It was possible to distinguish four major factor groups that in turn represent four groups of users with slight differences in PIIK’s brand perception. Nevertheless, all four groups had a positive attitude regarding PIIK’s brand image and were able to understand company’s design decisions. The study shown that the view of founders fully correlates with the brand image perceived by its users.
The research was implemented in collaboration with PIIK company. PIIK company is online recruiting agency. It is the digital service where employees and employers can anonymously and in real-time find each other.
To conduct the study, secondary information sources were utilized in order to provide a deeper understanding of branding in digital age as well as to cover general definitions required for fluency in this marketing area. Due to the nature of the research, qualitative approach was chosen, which was presented in forms of Q-method questionnaire and semi-structured interview. The questionnaire was distributed online to potential users of PIIK company. The author was able to receive 42 responses. The interview was conducted with one of the PIIK’s founders who acts as brand architect in the company and has a complete understanding of company’s decisions and insights.
The study showed that design decisions of PIIK company are positively perceived by users. It was possible to distinguish four major factor groups that in turn represent four groups of users with slight differences in PIIK’s brand perception. Nevertheless, all four groups had a positive attitude regarding PIIK’s brand image and were able to understand company’s design decisions. The study shown that the view of founders fully correlates with the brand image perceived by its users.