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BPW HELSINKI

Business Professional Women. BPW HELSINKI. Agenda. Theoretical background Methodology – Research & Findings Recommendations Brand Manual. Theoretical Background. Kapferer’s 6 Facets applied to BPW. Physique. Personality. Relationship. Culture. Reflection. Self-Image.

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BPW HELSINKI

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  1. Business Professional Women BPW HELSINKI

  2. Agenda • Theoretical background • Methodology – Research & Findings • Recommendations • Brand Manual

  3. Theoretical Background

  4. Kapferer’s 6 Facets applied to BPW Physique Personality Relationship Culture Reflection Self-Image

  5. Gad’s 4-D model applied to BPW Helsinki

  6. Brand Code of BPW Helsinki Professional women Strong international network Warm and open community

  7. Methodology – Research Methodology: Research & Findings

  8. Methodology - Research • Website, printed material, meeting • Qualitative research • Questionnaire (questions + general information) • If you are a member of BPW Helsinki, why did you join? If you are not a member of BPW Helsinki, why would you join? • When you think of BPW Helsinki, what character traits first come to your mind? • What makes BPW Helsinki unique? • Half-structured interviews (13 participants)

  9. Methodology – Coding the Results • Object-linguistic coding: • What are the benefits of BPW Helsinki? • Networking (A) • Community (B) • Internationality (C) • Activities (D) • How is the brand perceived? • Old-fashioned (E) • Not flexible (F) • Women-oriented (G)

  10. Methodology - Findings Members Non-Members What are the benefits of BPW Helsinki? Community (5) Activities (4) Networking/Internationality (3) How is the brand perceived? women-oriented (4) Old-fashioned (2) Not flexible (1) What are the benefits of BPW Helsinki? • Internationality (8) • Networking (6) • Community/Activities (3) How is the brand perceived? • Old-fashioned/Women-oriented (3) • Not flexible (2)

  11. Findings - Interpretation • Age: +50 • Members and non-members view of benefits differs!!! (Internationality and Networking vs. Community and Activities) • Members perceive it as more professional than non-members! • Brand was observed as old-fashioned

  12. Recommendations

  13. Recommendations • CREATE a webpage for BPW Helsinki! • DEVELOP stronger visual identity! • DEVELOP communication strategy! • ADVERTISE networking opportunities and internationality! • CREATE brand ambassadors! • WORK with Haaga-Helia again!

  14. Brand Manual

  15. Brand Manual

  16. Brand Manual

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