The research aims to build brand for a small-sized company namely CoreFinland Ltd. Herein, the main objective of this research is to create CoreFinland as a brand in b-to-b customers’ context. This broader milestone is achieved by studying the case company’s brand identity and brand image issues.
The first part of this research makes a comparative study of varieties of relevant litera-ture from different writers. The theories discuss b-to-b brand relevance and extend to the major study areas: brand identity and brand image. This is a qualitative research, carried out by using semi-structured interviews with the company personnel in order to find out the brand identity and with the business customers to reveal the current com-pany image. The revealed image is contrasted with the identity and, finally, a suitable identity for the company is suggested.
The study reveals that the company’s brand image among the customers corresponds only moderately with the company’s brand identity because of lack of brand communi-cation, an insufficient product range and insufficient customer care. Further, the re-search suggests a suitable brand identity by considering customers’ perceptions and the company objectives. The study reveals that CoreFinland’s core identity needs to be related to its organizational associations of being healthy and environmentally friendly, and service associations of having professional and friendly customer care, and quick and effective delivery. In addition, its extended identity needs to be a young and dy-namic Finnish company with healthy and luxurious products, passionate workers and having a good contact with retailers and wholesalers.
The findings of this study allow CoreFinland to understand its current company image and provide valuable insights to the company to create a suitable brand identity
