THESIS ACTIVATION: Sector 9 brand bible
For the past few months I have been working on my honours thesis with the title being: Do Consumers or Brands Establish the Brand Identity of Longboard organisations in Durban? Being a brand ambassador for the Sector 9 brand, I decided to focus my research on them within the South African and more specifically Durban realm. I have conducted a vast amount of secondary as well as primary research and one of the key issues I found was the inconsistency between how the brand views itself and how consumers view the brand. This is because the Sector 9 brand doesn't necessarily keep its brand identity constant. Brand ambassadors are given product and become "sponsored riders" yet no guidelines or instructions are given about what they should be doing with the product or in general for advertising. Thus, I have come up with the idea of a Sector 9 - Brand Ambassador Bible. This bible will include all relevant information about the Sector 9 brand as well as rules and guidelines for ambassadors to follow, with regards to how they should present themselves and behave in different situations.
