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Evaluating a Brand Identity Planning Model for an Independent Contractor

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dc.contributor.author Bester, Carli
dc.date.accessioned 2018-06-05T09:18:16Z
dc.date.available 2018-06-05T09:18:16Z
dc.date.issued 2017
dc.identifier.uri http://hdl.handle.net/11622/241
dc.description.abstract Evaluating a Brand Identity Planning Model for an Independent Contractor consists of evaluating the 4 perspectives of the Aaker Brand Identity Planning Model. These 4 perspectives consist of brand as product, organisation, person and symbol. The researcher, in this document has determined if these perspectives will indeed assist an independent contractor within the creative field to resonate more with their possible clients. The aim of this study is to assist independent contractors within the struggling South African economic climate, helping them find and keep clients. Is it possible to build a brand identity for an independent contractor, specifically a freelance graphic designer, using a brand identity planning model? The researcher has taken the evaluation approach, utilizing a thematic content analysis to examine and narrate the data collected from in-depth interviews. Using the semi-structured in-depth interview tool the researcher has determined that all 4 perspectives affect directly and indirectly, emotionally and functionally, the beliefs, confidence and trust prospective clients have within an independent contractor. To the participants, the visual perspectives of a freelance graphic designer are vital to their choice, but not only the visuals, also the personality and the brand story. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Branding en_US
dc.subject Brand Identity en_US
dc.subject Graphic Design en_US
dc.subject Freelance, Graphic Designer en_US
dc.subject Freelance, Business, South Africa en_US
dc.subject Freelance, Graphic Designer, South Africa en_US
dc.title Evaluating a Brand Identity Planning Model for an Independent Contractor en_US
dc.type Thesis en_US

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