Evaluating the Attractiveness of the Brand Positioning for Customers in the Sports Services Market: a case study of a Finnish gym chain, Kuntokeskus Liikku Oy

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bachelor_Kerola_Krista_2023.pdf (5.79 MB)

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School of Business | Bachelor's thesis
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Date

2023

Department

Mikkelin kampus

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Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

56 + 14

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Abstract

Objectives: The main objectives of this study were to research and understand brand positioning, positioning strategies, and their influence on brand image of a brand. Then focusing that to the sports service industry. Furthermore, researching, analyzing, and portraying consumers’ views of Kuntokeskus Liikku’s brand image through survey research, as well as researching Liikku’s brand positioning based on theory about brand positioning as well as an interview with the company’s marketing manager. Also, analysis and conclusions to explain the findings of the research and getting a clearer picture of Liikku’s brand positioning’s overlap with the brand image of consumers. Summary: To answer research questions about how brand positioning influences brand image and then more specifically in the sports service industry, a secondary research study has been conducted for this paper. To answer the third and final research question on the overlap of the brand positioning with brand image of the case study company Kuntokeskus Liikku Oy, an interview with the marketing manager of the company, and a survey to consumers have been conducted. The interview has provided all information on Liikku’s positioning currently, and the survey has indicated consumer’s perceptions about the brand. Conclusions: Conclusively for this paper, brand positioning is vital for any company to stand out and be remembered, and so chosen over competition. Brand positioning is about influencing the brand image people have of the brand, and when done successfully through positioning strategies, it leads to success financially and image vise. The sports services industry lacks research in this area but can apply knowledge from service brand positioning and sports service marketing. Fitness centers are growing in popularity and need to find their competitive advantages. The case study of Kuntokeskus Liikku Oy indicates that a mainly value based positioning strategy can be successful to a budget gym brand, as its positioning overlaps with the brand image of respondents, as well as the background literature.

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Thesis advisor

Mirónska, Dominika

Keywords

brand positioning, brand image, sports services, fitness centers, case study

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https://urn.fi/URN:NBN:fi:aalto-202305213229

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[kand] Kauppakorkeakoulu / BIZ (Open Access)