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A TYPOLOGY OF BRAND ORIENTATION - A CASE STUDY OF CORPORATE BRAND MANAGEMENT

Holmblad, Gustaf LU and Ericsson, Christina (2013) BUSN39 20131
Department of Business Administration
Abstract
ABSTRACT
Title: A Typology of Brand Orientation Case Study of Corporate Brand Management
Seminar date: 27/05/13
Course: Degree project in International Marketing and Brand management, Master Level, BUSN 39, 15 University Credit Points (15 ECTS).
Authors: Christina Ericsson & Gustaf Holmblad
Supervisor: Mats Urde
Key words: Brand Orientation, CBIM Framework, Strategic Orientation, Market Orientation, Strategic Brand Management
Thesis purpose: The purpose and the main focus of this study is to give empirical examples as well as to contribute to a typology showing ways in which organizations can be brand oriented.
Methodology: Following a social constructionist approach the study takes a mainly qualitative form concerning a... (More)
ABSTRACT
Title: A Typology of Brand Orientation Case Study of Corporate Brand Management
Seminar date: 27/05/13
Course: Degree project in International Marketing and Brand management, Master Level, BUSN 39, 15 University Credit Points (15 ECTS).
Authors: Christina Ericsson & Gustaf Holmblad
Supervisor: Mats Urde
Key words: Brand Orientation, CBIM Framework, Strategic Orientation, Market Orientation, Strategic Brand Management
Thesis purpose: The purpose and the main focus of this study is to give empirical examples as well as to contribute to a typology showing ways in which organizations can be brand oriented.
Methodology: Following a social constructionist approach the study takes a mainly qualitative form concerning a comparative case study of four contrasting cases. In addition to the qualitative study, a smaller quantitative method is undertaken. Furthermore, the research is mainly deductive but is combined with an inductive structure in the end of the research process. The data is collected primarily through semi-structured interviews, but adds a structured interview part as well.
Theoretical foundation: The literature review creates the foundation for the theoretical framework as well as the following discussion and analysis. Especially Urde’s (2013) CBIM Framework is presented and described in detail, as it is seen as the appropriate model for analysis and for making a suitable contribution to the field.
Empirical foundation: The empirical data is based upon semi-structured as well as structured interviews with 4 corporate brand organizations concerning two businesses- to business companies and two business- to-consumer companies. The respondents are Communications managers as well as corporate brand managers.
Conclusion: The study firstly concludes that a brand oriented mindset can be manifested through the CBIM framework. Secondly, the study finds nuances in the brand orientation strategy, namely Internal brand consciousness and Internal brand commitment. These are the two ways that the brand oriented mindset can differ between organizations. (Less)
Please use this url to cite or link to this publication:
author
Holmblad, Gustaf LU and Ericsson, Christina
supervisor
organization
course
BUSN39 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Orientation, CBIM Framework, Strategic Orientation, Market Orientation, Strategic Brand Management
language
English
id
3878460
date added to LUP
2013-06-26 11:08:32
date last changed
2013-06-26 11:08:32
@misc{3878460,
  abstract     = {{ABSTRACT
Title: A Typology of Brand Orientation Case Study of Corporate Brand Management
Seminar date: 27/05/13
Course: Degree project in International Marketing and Brand management, Master Level, BUSN 39, 15 University Credit Points (15 ECTS).
Authors: Christina Ericsson & Gustaf Holmblad
Supervisor: Mats Urde
Key words: Brand Orientation, CBIM Framework, Strategic Orientation, Market Orientation, Strategic Brand Management
Thesis purpose: The purpose and the main focus of this study is to give empirical examples as well as to contribute to a typology showing ways in which organizations can be brand oriented.
Methodology: Following a social constructionist approach the study takes a mainly qualitative form concerning a comparative case study of four contrasting cases. In addition to the qualitative study, a smaller quantitative method is undertaken. Furthermore, the research is mainly deductive but is combined with an inductive structure in the end of the research process. The data is collected primarily through semi-structured interviews, but adds a structured interview part as well.
Theoretical foundation: The literature review creates the foundation for the theoretical framework as well as the following discussion and analysis. Especially Urde’s (2013) CBIM Framework is presented and described in detail, as it is seen as the appropriate model for analysis and for making a suitable contribution to the field.
Empirical foundation: The empirical data is based upon semi-structured as well as structured interviews with 4 corporate brand organizations concerning two businesses- to business companies and two business- to-consumer companies. The respondents are Communications managers as well as corporate brand managers.
Conclusion: The study firstly concludes that a brand oriented mindset can be manifested through the CBIM framework. Secondly, the study finds nuances in the brand orientation strategy, namely Internal brand consciousness and Internal brand commitment. These are the two ways that the brand oriented mindset can differ between organizations.}},
  author       = {{Holmblad, Gustaf and Ericsson, Christina}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{A TYPOLOGY OF BRAND ORIENTATION - A CASE STUDY OF CORPORATE BRAND MANAGEMENT}},
  year         = {{2013}},
}