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Branding Strategies in Professional Service Firms: 'Becoming a Shining Star'

Swieykowski, Martin; Birgisdottir, Sesselia and Örtendahl, Johan (2008)
Department of Business Administration
Abstract
In this research we set out to explore brand building processes in professional service firms. There has been considerable conceptualization of service branding and corporate branding as emerging phenomena; yet, analysis of how these processes are strategically conceptualized is from our perspective lacking.
Qualitative study following an abductive approach using Symbolic Interaction as a research method. The empirical base comprises in-depth interviews and document studies of four PSFs. The empirical base is then discussed and analyzed in relation to our conceptual framework by making use of Grounded Theory and Hermeneutics. In-depth interviews depicting the views of Marketing Managers/Directors at four PSFs and document studies... (More)
In this research we set out to explore brand building processes in professional service firms. There has been considerable conceptualization of service branding and corporate branding as emerging phenomena; yet, analysis of how these processes are strategically conceptualized is from our perspective lacking.
Qualitative study following an abductive approach using Symbolic Interaction as a research method. The empirical base comprises in-depth interviews and document studies of four PSFs. The empirical base is then discussed and analyzed in relation to our conceptual framework by making use of Grounded Theory and Hermeneutics. In-depth interviews depicting the views of Marketing Managers/Directors at four PSFs and document studies comprising both internal documents and material available on the firms´ respective website.
We depart from current theory of service branding and develop from the elements of branding, strategy, and communication a framework which suggests that PSFs base their branding strategies on two drivers which we denominate, Culture Driven Branding (CDB) and Identity Driven Branding (IDB). These drivers suggest the inclination of PSFs to communicate their brand focusing more on either the Organizational Self or the Social and Behavioral aspects. These aspects are then related to internal and external communication.
We conclude that the branding process at PSFs represents a dynamic relationship where balance and consistency is being strived for between IDB and CDB, and in relation to internal- and external communication. This framework proposes five resulting branding strategies by which a PSF can choose to differentiate itself.t PSFs represents a dynamic relationship where balance and consistency is being strived for between IDB and CDB, and in relation to internal- and external communication. This framework proposes five resulting branding strategies by which a PSF can choose to differentiate itself. (Less)
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author
Swieykowski, Martin; Birgisdottir, Sesselia and Örtendahl, Johan
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Branding, Professional Service Firms, Organizational Identity, Organizational Culture, Communications, Management of enterprises, Företagsledning, management
language
Swedish
id
2171777
date added to LUP
2008-06-02
date last changed
2012-04-02 17:00:47
@misc{2171777,
  abstract     = {In this research we set out to explore brand building processes in professional service firms. There has been considerable conceptualization of service branding and corporate branding as emerging phenomena; yet, analysis of how these processes are strategically conceptualized is from our perspective lacking.
Qualitative study following an abductive approach using Symbolic Interaction as a research method. The empirical base comprises in-depth interviews and document studies of four PSFs. The empirical base is then discussed and analyzed in relation to our conceptual framework by making use of Grounded Theory and Hermeneutics. In-depth interviews depicting the views of Marketing Managers/Directors at four PSFs and document studies comprising both internal documents and material available on the firms´ respective website.
We depart from current theory of service branding and develop from the elements of branding, strategy, and communication a framework which suggests that PSFs base their branding strategies on two drivers which we denominate, Culture Driven Branding (CDB) and Identity Driven Branding (IDB). These drivers suggest the inclination of PSFs to communicate their brand focusing more on either the Organizational Self or the Social and Behavioral aspects. These aspects are then related to internal and external communication.
We conclude that the branding process at PSFs represents a dynamic relationship where balance and consistency is being strived for between IDB and CDB, and in relation to internal- and external communication. This framework proposes five resulting branding strategies by which a PSF can choose to differentiate itself.t PSFs represents a dynamic relationship where balance and consistency is being strived for between IDB and CDB, and in relation to internal- and external communication. This framework proposes five resulting branding strategies by which a PSF can choose to differentiate itself.},
  author       = {Swieykowski, Martin and Birgisdottir, Sesselia and Örtendahl, Johan},
  keyword      = {Branding,Professional Service Firms,Organizational Identity,Organizational Culture,Communications,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Branding Strategies in Professional Service Firms: 'Becoming a Shining Star'},
  year         = {2008},
}