Corporate brand identity – brand image alignment
(2018) BUSN39 20181Department of Business Administration
- Abstract
- The purpose of this research paper is to explore, define and
characterise the phenomenon of corporate brand identity -
brand image alignment when the manufacturer is selling its
product through online retailers.
A qualitative single case study with a social constructionist
and abductive approach has been executed. The company,
used as a single case study, is the Swedish outdoor, active
and urban lifestyle company Thule.
The field of corporate brand alignment is being taking in
consideration. Furthermore, its main components, corporate
brand identity, brand image and corporate consistent
communication, play the role of the three theoretical realms.
Hence, a preliminary framework is being created.
The primary data consists... (More) - The purpose of this research paper is to explore, define and
characterise the phenomenon of corporate brand identity -
brand image alignment when the manufacturer is selling its
product through online retailers.
A qualitative single case study with a social constructionist
and abductive approach has been executed. The company,
used as a single case study, is the Swedish outdoor, active
and urban lifestyle company Thule.
The field of corporate brand alignment is being taking in
consideration. Furthermore, its main components, corporate
brand identity, brand image and corporate consistent
communication, play the role of the three theoretical realms.
Hence, a preliminary framework is being created.
The primary data consists review of Thule corporate website,
the collection web and textual data from 24 pre-selected
websites, two semi-structured interviews with Thule
managers and eight semi-structured interviews with
consumers regarding the Thule brand. The secondary data
used is related to Thule’s company presentations and end of
the year reports. trademark and brand guidelines, as well as
the disclosed contracts between Thule and the online
retailers.
It can be seen that the corporate brand identity - brand image
alignment can be influenced negatively if the key brand
elements are not being communicated by the online retailers
as per manufacturer’s requirements. Further, a revised
corporate brand identity - brand image framework with
additional brand and other influencing elements in it, is
presented. (Less) - Popular Abstract
- The purpose of this research paper is to explore, define and
characterise the phenomenon of corporate brand identity -
brand image alignment when the manufacturer is selling its
product through online retailers.
A qualitative single case study with a social constructionist
and abductive approach has been executed. The company,
used as a single case study, is the Swedish outdoor, active
and urban lifestyle company Thule.
The field of corporate brand alignment is being taking in
consideration. Furthermore, its main components, corporate
brand identity, brand image and corporate consistent
communication, play the role of the three theoretical realms.
Hence, a preliminary framework is being created.
The primary data consists... (More) - The purpose of this research paper is to explore, define and
characterise the phenomenon of corporate brand identity -
brand image alignment when the manufacturer is selling its
product through online retailers.
A qualitative single case study with a social constructionist
and abductive approach has been executed. The company,
used as a single case study, is the Swedish outdoor, active
and urban lifestyle company Thule.
The field of corporate brand alignment is being taking in
consideration. Furthermore, its main components, corporate
brand identity, brand image and corporate consistent
communication, play the role of the three theoretical realms.
Hence, a preliminary framework is being created.
The primary data consists review of Thule corporate website,
the collection web and textual data from 24 pre-selected
websites, two semi-structured interviews with Thule
managers and eight semi-structured interviews with
consumers regarding the Thule brand. The secondary data
used is related to Thule’s company presentations and end of
the year reports. trademark and brand guidelines, as well as
the disclosed contracts between Thule and the online
retailers.
It can be seen that the corporate brand identity - brand image
alignment can be influenced negatively if the key brand
elements are not being communicated by the online retailers
as per manufacturer’s requirements. Further, a revised
corporate brand identity - brand image framework with
additional brand and other influencing elements in it, is
presented. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8957240
- author
- Slavov, Slav LU and Zlatanova, Miglena LU
- supervisor
- organization
- alternative title
- An investigation of the consumer’s perception and how it aligns with the corporate brand identity of a manufacturer, when being communicated through online retailers
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Corporate brand identity, brand image, corporate consistent communication, corporate brand identity - brand image alignment
- language
- English
- id
- 8957240
- date added to LUP
- 2018-08-30 11:11:57
- date last changed
- 2018-08-30 11:11:57
@misc{8957240,
abstract = {{The purpose of this research paper is to explore, define and
characterise the phenomenon of corporate brand identity -
brand image alignment when the manufacturer is selling its
product through online retailers.
A qualitative single case study with a social constructionist
and abductive approach has been executed. The company,
used as a single case study, is the Swedish outdoor, active
and urban lifestyle company Thule.
The field of corporate brand alignment is being taking in
consideration. Furthermore, its main components, corporate
brand identity, brand image and corporate consistent
communication, play the role of the three theoretical realms.
Hence, a preliminary framework is being created.
The primary data consists review of Thule corporate website,
the collection web and textual data from 24 pre-selected
websites, two semi-structured interviews with Thule
managers and eight semi-structured interviews with
consumers regarding the Thule brand. The secondary data
used is related to Thule’s company presentations and end of
the year reports. trademark and brand guidelines, as well as
the disclosed contracts between Thule and the online
retailers.
It can be seen that the corporate brand identity - brand image
alignment can be influenced negatively if the key brand
elements are not being communicated by the online retailers
as per manufacturer’s requirements. Further, a revised
corporate brand identity - brand image framework with
additional brand and other influencing elements in it, is
presented.}},
author = {{Slavov, Slav and Zlatanova, Miglena}},
language = {{eng}},
note = {{Student Paper}},
title = {{Corporate brand identity – brand image alignment}},
year = {{2018}},
}