CAIS

: narrowing the gap between brand image and brand identity

Abstract

This dissertation assessed the existence of a gap between the brand image and brand identity for CAIS, a Portuguese non-profit organization known for its emblematic product: CAIS magazine and the recommendation of corrective strategic actions that might be undertaken by CAIS to narrow the gap. Therefore, CAIS identity was inferred through interviews and research about the organization, as well as, CAIS brand image measurement through a survey which asked respondents to rate attributes related to the statute, size, geographic coverage, vision, mission, objectives, core competencies, personality, beneficiaries and relationship on a 7-point scale according to the extent of which the respondent feels the brand CAIS is associated to a certain attribute. Based on both data collected regarding the organization’s identity and image, the gap between the two concepts was identified and evaluated though the measurement of the difference between 7 or 1, depending if the attribute was related or not with CAIS identity and the median of the results obtained through the survey. The findings suggest that a gap between image and identity exist regarding CAIS vision, mission, core competencies and beneficiaries. The gap assessment allowed to conclude that CAIS brand image is linked in great extent to CAIS magazine. There is a lack of knowledge regarding CAIS as an organization beyond the magazine and the image people hold about CAIS corresponds to CAIS identity at the time of its foundation in 1994. Therefore, CAIS might undertake some suggested corrective strategic actions in order to reduce the observed gap like: development of a national campaign to increase general public awareness about CAIS, increase of brand communication through media, expand CAIS micro businesses and implement measures that guarantee CAIS magazine sellers compliance with the code of conduct.

Date of Award	11 Jul 2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)