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A consolidation of the current brand identity characteristics of Reshebile Aviation and Protection Services

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dc.contributor.author Mazibuko, Thubelihle Langa
dc.date.accessioned 2021-11-14T22:22:07Z
dc.date.available 2021-11-14T22:22:07Z
dc.date.issued 2020
dc.identifier.uri http://iiespace.iie.ac.za/handle/11622/596
dc.description.abstract This is a qualitative research study focusing on the consolidation of the current brand identity characteristics of Reshebile Aviation and Protection Services (RAPS). This study will analyse the perceptions of the stakeholders of RAPS to identify the current brand identity characteristics of the brand. The brand identity characteristics focused on will be derived from Aaker’s brand identity planning model and Kapferer’s brand identity prism. Qualitative methods were used to collect the information for this study. This includes secondary research and interviews. This was for the purpose of exploring past and present perceptions of RAPS from stakeholders. The qualitative primary research gathered was used to develop themes which formulated the consolidated brand identity of RAPS. The research findings indicated that there were disparities between management level and lower-level stakeholders of RAPS in regards to aspects of the RAPS brand identity. Recommendations have been made on how RAPS can communicate and clarify the true brand identity characteristics with the stakeholders of RAPS. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Brand en_US
dc.subject Brand identity en_US
dc.subject Brand communication en_US
dc.subject Brand identity characteristics en_US
dc.title A consolidation of the current brand identity characteristics of Reshebile Aviation and Protection Services en_US
dc.type Thesis en_US


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