Advanced

Corporate Brand Positioning

Mazzucato, Ludovica; Tadevosyan, Liana and Kos, Olga (2008)
Department of Business Administration
Abstract
PURPOSE: To investigate to what extent product brand positioning models can be used to analyze
corporate brand positioning;
METHODOLOGY: The phenomenon is observed from a positivist epistemological position within a primarily
inductive research design. The research strategy is defined as qualitative, while the method of ethnographic
content analysis is implemented to analyze primary data;
THEORETICAL PERSPECTIVE: Product and brand positioning literature; Product brand positioning rhombus;
EMPIRICAL DATA: Ethnographic content analysis of brand commercials;
CONCLUSION: As shown by the extensive literature review product brands (PB) and corporate brands (CB) coexist
in corporate environments. One of key insights of this study shows that... (More)
PURPOSE: To investigate to what extent product brand positioning models can be used to analyze
corporate brand positioning;
METHODOLOGY: The phenomenon is observed from a positivist epistemological position within a primarily
inductive research design. The research strategy is defined as qualitative, while the method of ethnographic
content analysis is implemented to analyze primary data;
THEORETICAL PERSPECTIVE: Product and brand positioning literature; Product brand positioning rhombus;
EMPIRICAL DATA: Ethnographic content analysis of brand commercials;
CONCLUSION: As shown by the extensive literature review product brands (PB) and corporate brands (CB) coexist
in corporate environments. One of key insights of this study shows that product brand positioning
(PBP) and corporate brand positioning (CBP) processes can also co-exist in the same corporate environment.
Moreover, PBs can be built based on the CB, making the investment in CB a long term return on investment.
The study also observes that PBP messages include the ‘against whom’ attribute, highlighting differentiation
in the competitive environment; when on the corporate level, this evolves, and in some cases becomes quite
the contrary, when the concept of ‘from whom’ or ‘by whom’ is stressed more than the differentiation among
other CBs in the competitive environment. This stresses the importance of including brand identity elements
in CBP. (Less)
Please use this url to cite or link to this publication:
author
Mazzucato, Ludovica; Tadevosyan, Liana and Kos, Olga
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Corporate, Positioning, Brand, Communication, Management of enterprises, Företagsledning, management
language
Swedish
id
1339482
date added to LUP
2008-06-05
date last changed
2012-04-02 17:02:52
@misc{1339482,
  abstract     = {PURPOSE: To investigate to what extent product brand positioning models can be used to analyze
corporate brand positioning;
METHODOLOGY: The phenomenon is observed from a positivist epistemological position within a primarily
inductive research design. The research strategy is defined as qualitative, while the method of ethnographic
content analysis is implemented to analyze primary data;
THEORETICAL PERSPECTIVE: Product and brand positioning literature; Product brand positioning rhombus;
EMPIRICAL DATA: Ethnographic content analysis of brand commercials;
CONCLUSION: As shown by the extensive literature review product brands (PB) and corporate brands (CB) coexist
in corporate environments. One of key insights of this study shows that product brand positioning
(PBP) and corporate brand positioning (CBP) processes can also co-exist in the same corporate environment.
Moreover, PBs can be built based on the CB, making the investment in CB a long term return on investment.
The study also observes that PBP messages include the ‘against whom’ attribute, highlighting differentiation
in the competitive environment; when on the corporate level, this evolves, and in some cases becomes quite
the contrary, when the concept of ‘from whom’ or ‘by whom’ is stressed more than the differentiation among
other CBs in the competitive environment. This stresses the importance of including brand identity elements
in CBP.},
  author       = {Mazzucato, Ludovica and Tadevosyan, Liana and Kos, Olga},
  keyword      = {Corporate,Positioning,Brand,Communication,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Corporate Brand Positioning},
  year         = {2008},
}