Graham Brothers 1 1/2 - 2 1/2 tonnin kuorma-autoja

kuv., 14 x 22 cm

VOI VELJET! Brothers-miestenvaateketjun brändi-identiteetti ja sen viestintä suomalaiselle asiakkaalle

Muotivaateketjujen markkinointi on ajankohtainen aihe, sillä monet kansainväliset ketjut ovat viimeaikoina rantautuneet suomalaisille markkinoille. Miesten muoti on alana vielä melko tuore, joten siitä ei ole tehty paljon tutkimusta. Toisaalta, muotimarkkinoiden kasvun odotetaan lähivuosien aikana tapahtuvan suurelta osin miesten muodin ansiosta, mikä tuo lisämielenkiintoa tutkimusaiheelle. Tutkimus keskittyy suomalaisiin miestenmuodin markkinoihin ja lähestyy miestenmuotia brändi-identiteetin ja imagon näkökulmasta. Tutkimuskohteena on ruotsalainen, Suomessa vielä melko tuntematon miestenvaateketju Brothers, joka on perustanut liikkeitä myös Suomeen. Brothersilla on Suomessa oma maaorganisaatio, joka johtaa suomalaista Brothers-brändiä, joten tässä tutkimuksessa käytetään empiirisenä aineistona tämän maaorganisaation haastattelua. Tutkimusongelma on: Miten Brothers-miestenvaateketju voi luoda itselleen haluamansa brändimielikuvan Suomessa? Tutkimuskysymys jaettiin kahteen osaongelmaan: 1. Millainen on Brothers-miestenvaateketjun brändi-identiteetti Suomessa? 2. Miten yritys voi viestiä identiteettiään kuluttajille saavuttaakseen toivomansa brändimielikuvan? Perusymmärrys brändistä saavutettiin käymällä brändin eri elementtejä läpi Chernatonyn ja Dall’Olmo Rileyn (1998) listaamien brändiin liitettävien teemojen avulla. Ensimmäistä osaongelmaa lähestyttiin muodostamalla Brothers-brändille identiteettiprisma hyödyntäen Kapfererin (2008) mallia. Toista osaongelmaa puolestaan lähestyttiin hyödyntäen Kapfererin identiteetin ja imagon suhdetta (2008) kuvaavaa mallia. Tutkimuksen avulla havaittiin, että Brothers-miestenvaateketjulla on erilainen identiteetti Suomessa, kuin Ruotsissa. Suomalaisessa identiteetissä havaittiin epävarmuuksia, joiden vuoksi myös brändin viesti asiakkaalle hämärtyy. Merkittävimmäksi epävarmuustekijäksi ja identiteetin horjuttajaksi osoittautui yrityksen epäröinti tarkan kohderyhmänsä määrittelyssä. Jos yritys ei uskalla kohdentaa viestiään niille henkilöille, joita se ensisijaisesti haluaa mallistoillaan houkutella, viesti muuttuu ympäripyöreäksi, laimeaksi ja epäselväksi. Tutkimus antaa kuvan siitä, mitä asioita yrityksen tulee ottaa huomioon viestiessään identiteetistään suomalaisille mieskuluttajille. Kohdeyrityksen lisäksi ne yritykset, jotka suunnittelevat rantautuvansa suomalaisille miestenvaatemarkkinoille tulevaisuudessa, tai jotka ovat vielä melko tuntemattomia maassamme, voivat hyödyntää tutkimustuloksia omassa toiminnassaan.

William Kent [membre de l'USTC, United States Tariff Commission] : [photographie de presse] / [Agence Rol]

Référence bibliographique : Rol, 58592

Mary Louise Tea Room, in the Barker Brothers Department Store in downtown Los Angeles, California

Halftone photographic postcard showing the Mary Louise Tea Room, in the Barker Brothers Department Store in downtown Los Angeles, California. The tea room was run by Dolla Harris, sister of C. C. Chapman.

I.O.D.E. Duke of Kent Chapter Fonds, 1934-1980

The I.O.D.E. as we currently know it today was founded in 1900 by Margaret Polson Murray of Montreal, who recognized a need for loyal support of Canadians departing to fight in the Boer War with the Empire forces in South Africa. She encouraged the formation of a federation of women to promote patriotism, loyalty and service to others. The first chapter was formed in Fredericton, New Brunswick on January 15th 1900. Primary chapters were formed in quick succession across Canada. In 1901, Edith Boulton Nordheimer was elected the first national president, the location of the head office became Toronto, Ontario and the federation was incorporated as Imperial Order Daughters of the Empire and Children of the Empire Junior Branch. The Duke of Kent Chapter was formed in 1934 and was disbanded in 1980. During the 1970’s the name I.O.D.E. was officially adopted. It is a federally chartered not-for-profit, charitable organization. Structured to report under the jurisdiction of the National chapter are the Provincial chapters, the Municipal chapters and the Primary chapters. The I.O.D.E. is associated with the Victory League in England and Daughters of the British Empire in the United States and it is proud of its heritage and traditions. Queen Elizabeth II is the current patron of the organization and although chapters sometimes disband there are always new chapters forming, including e-chapters that meet through 21st century electronics.

Walker Brothers Quarries Limited fonds, 1975, 1980-1981, 1984, 1987-1989

Serving the Niagara and surrounding areas for over 120 years, Walker Industries has made its impact not only commercially, but also culturally. Beginning in 1875 with the erection of a stone sawing mill on a property John Walker purchased from the Welland Canal Loan Company. One of the first projects Walker cut stone for was the Merritton Town Hall. In 1882 the business expanded to include Walkers children, changing the name to Walker & Sons. Eventually in 1887 the two eldest sons took control of the business operation and their partnership changed the company’s name to Walker Brothers, the same year the company began operating its first quarry. The quarry was conveniently located alongside the 3rd Welland canal, offering easy access to Toronto and Hamilton. It was also close to the railway system which allowed immediate access to Thorold and Niagara Falls and later access to parts of Ontario and Quebec. The quarry supplied stone to build numerous halls and armouries across Ontario. A use was also found for the ‘waste products’ of cutting the limestone. Leftover stone chips were sent to paper mills, where stone was needed as part of the sulphite pulp process for making paper. Beginning to supply the Ontario Paper Company with stone in 1913, meant not only long, hard, work, but also more profit for the company. Before mechanization, most of the loading and unloading of the stone was done by hand, taking 19 man-hours to load an 18 yard railway car. Mechanization followed in 1947 when the plant became fully mechanized making the work easier and increasing production rates. In 1957 the company moved from its original location and opened the St. Catharines Crushed Stone Plant.

Printed blank to Samuel Woodruff for collection of $3400.00 sent by Kountze Brothers Bankers

Printed blank to Samuel Woodruff for collection of $3400.00 sent by Kountze Brothers Bankers, New York, May 22, 1882.

Letter to S.D. Woodruff from Brush Brothers of Buffalo, New York

Letter to S.D. Woodruff from Brush Brothers of Buffalo, New York. This letter accompanied the bill for bricks and cartage, May 28, 1875.

Letter from Brush Brothers of Buffalo, New York for delivery of bricks and request for remittance

Letter from Brush Brothers of Buffalo, New York for delivery of bricks and request for remittance. This was signed in receipt of materials by S.D. Woodruff on Sept. 10, 1874, Sept. 8, 1875.

Letter to S.D. Woodruff that bricks have been sent by Brush Brothers of Buffalo, New York

Letter to S.D. Woodruff that bricks have been sent by Brush Brothers of Buffalo, New York, Sept. 28, 1875.

Receipt from Chance Brothers and Co. Glass Works near Birmingham, England

Receipt from Chance Brothers and Co. Glass Works near Birmingham, England regarding payment received for glass panes. This is accompanied by an envelope, April 6, 1875.

Receipt from Brush Brothers of Buffalo, N.Y.

Receipt from Brush Brothers of Buffalo, N.Y. for brick, Oct. 26, 1875.

Receipt from Gourlay Brothers for iron thimble and stopper

Receipt from Gourlay Brothers for iron thimble and stopper, Sept. 9, 1876.

Certificate of post office registration to Brush Brothers of Buffalo, New York

Certificate of post office registration to Brush Brothers of Buffalo, New York, Oct. 11, 1875.

Receipt from Allan Brothers Furniture, St. Catharines

Receipt from Allan Brothers Furniture, St. Catharines for 1 lb. stair[?], Oct. 28, 1887.