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

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.