BRAND IMAGE AS AN INDICATOR OF BRAND RELATIONSHIPS AND ARCHITECTURE IN HELSINKI MUSIC CENTRE - Case study of three merging brands: Helsinki Philharmonic Orchestra, Finnish Radio Symphony Orchestra and Sibelius Academy

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.authorMäkinen, Anni
dc.contributor.departmentDepartment of Marketingen
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Economicsen
dc.date.accessioned2012-06-02T01:30:43Z
dc.date.available2012-06-02T01:30:43Z
dc.date.dateaccepted2012-05-11
dc.date.issued2012
dc.description.abstractIn 2011 three independent and competing brands, Helsinki Philharmonic Orchestra, Finnish Radio Symphony Orchestra, and Sibelius Academy, will merge into the Helsinki Music Centre. The primary purpose of this research is to explore how the stakeholders perceive the brand image of these four brands and how will these perceptions function as an indicator of brand relationships and brand architecture in Helsinki Music Centre. The study was conducted before the opening of Helsinki Music Centre. The data was collected in May-June 2011 through a web-based questionnaire targeted to the stakeholders of Helsinki Philharmonic Orchestra, Finnish Radio Symphony Orchestra and Sibelius Academy. The data used in the analysis contained 418 responses. Two multivariate analysis techniques were used to analyze the data. First, factor analysis was conducted to reveal the underlying dimensions on brand image. This was followed by cluster analysis, which indicated stakeholder groups with different image perceptions of the brands. The cluster analysis was conducted based on the factors found form the factor analysis. In addition, a central tendency analysis was performed to compare the brand personalities of the four brands. The findings indicate correspondence with the theoretical framework and the empirical results. Based on underlying dimensions of brand image, stakeholder groups and brand personalities found in this study, conclusions about the relationships among the brands can be made. The results demonstrate that no clear dominance of either Helsinki Music Centre brand or the merging brands of Helsinki Philharmonic Orchestra, Finnish Radio Symphony Orchestra or Sibelius Academy can be found. Thus, there is a shared dominance where the product brands and the corporate brand are endorsing one another. Together these brands have a possibility to form a brand architecture where all brands can benefit from each other.en
dc.ethesisid12818
dc.format.extent94
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/3545
dc.identifier.urnURN:NBN:fi:aalto-201206031744
dc.language.isoenen
dc.locationP1 I
dc.programme.majorMarketingen
dc.programme.majorMarkkinointifi
dc.subject.heleconmarkkinointi
dc.subject.heleconmarketing
dc.subject.heleconkulttuurin markkinointi
dc.subject.heleconarts marketing
dc.subject.heleconmusiikki
dc.subject.heleconmusic
dc.subject.heleconbrandit
dc.subject.heleconbrands
dc.subject.heleconimago
dc.subject.heleconimage
dc.subject.heleconidentiteetti
dc.subject.heleconidentity
dc.subject.heleconkiinteistöt
dc.subject.heleconreal estates
dc.subject.keywordbrand image
dc.subject.keywordproduct brand
dc.subject.keywordcorporate brand
dc.subject.keywordbrand identity
dc.subject.keyworddimensions of brand image
dc.subject.keywordbrand portfolio
dc.subject.keywordbrand hierarchy
dc.subject.keywordbrand architecture
dc.subject.keywordmultivariate analysis
dc.subject.keywordbrandi-imago
dc.subject.keywordtuotebrandi
dc.subject.keywordyritysbrandi
dc.subject.keywordbrandi-identiteetti
dc.subject.keywordbrandi-imagon ulottuvuudet
dc.subject.keywordbrandiportfolio
dc.subject.keywordbrandihierarkia
dc.subject.keywordbrandiarkkitehtuuri
dc.subject.keywordmonimuuttujamenetelmä
dc.titleBRAND IMAGE AS AN INDICATOR OF BRAND RELATIONSHIPS AND ARCHITECTURE IN HELSINKI MUSIC CENTRE - Case study of three merging brands: Helsinki Philharmonic Orchestra, Finnish Radio Symphony Orchestra and Sibelius Academyen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes12818
local.aalto.openaccessno
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