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Exploring the 'nuts and bolts' of developing brand positioning: a case study evaluating the brand purpose and brand identity of a small hardware store in a competitive industry

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dc.contributor.author Naicker, Varshen
dc.date.accessioned 2016-06-13T08:12:07Z
dc.date.available 2016-06-13T08:12:07Z
dc.date.issued 2016
dc.identifier.uri http://hdl.handle.net/11622/109
dc.description Theses en_US
dc.description.abstract This research explores how brand purpose and brand identity contribute to the developing of brand positioning. This research will use a small hardware as a guide and reference for the research. The literature is what informs this study, it looks at three main themes, brand purpose, brand identity and brand positioning, in order to understand the complexities of positioning. The literature is also a guideline for research methodology. The research methodology uses a qualitative research design and compromises of questionnaires and interviews. The findings are then processed using a qualitative content analysis method. After key points are established they are concluded by referring back to the research problem and objectives. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Brand purpose en_US
dc.subject Brand identity en_US
dc.subject Brand positioning en_US
dc.subject Hardware store en_US
dc.title Exploring the 'nuts and bolts' of developing brand positioning: a case study evaluating the brand purpose and brand identity of a small hardware store in a competitive industry en_US
dc.type Thesis en_US


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