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Leveraging the corporate brand - What are the possible negative consequnces?

Christensson, Peter LU and Yu, Fanny LU (2013) FEKN90 20131
Department of Business Administration
Abstract
To explore the possible negative consequences associated with when a company leverages the corporate brand on its products, and suggest potential strategies to avoid these. The authors intend to investigate the opinions of experts and professional with extensive experience within the field of branding, through conducting qualitative in-depth interviews. The thesis is based upon a theoretical review consisting of books and articles within the fields of branding, corporate branding and various negative aspects associated with these such as brand dilution and spillover. The empirical data has been collected through five semi-structured interviews that has been conducted in person and recorded.Our research has been able discover several points... (More)
To explore the possible negative consequences associated with when a company leverages the corporate brand on its products, and suggest potential strategies to avoid these. The authors intend to investigate the opinions of experts and professional with extensive experience within the field of branding, through conducting qualitative in-depth interviews. The thesis is based upon a theoretical review consisting of books and articles within the fields of branding, corporate branding and various negative aspects associated with these such as brand dilution and spillover. The empirical data has been collected through five semi-structured interviews that has been conducted in person and recorded.Our research has been able discover several points where the opinions of the experts interviewed differ from what is suggested in theory. We have also been able to identify negative aspects associated with leveraging the corporate brand that has not previously been treated in theory. Lastly, we have been able to suggest strategies for avoiding some of the potential risks. (Less)
Please use this url to cite or link to this publication:
author
Christensson, Peter LU and Yu, Fanny LU
supervisor
organization
course
FEKN90 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Leveraging the Corporate Brand, Corporate Branding, Product Branding, Rebranding, Brand Endorsement, Brand Dilution, Brand Confusion, Spillover.
language
English
id
4001792
date added to LUP
2013-09-02 16:47:39
date last changed
2013-09-02 16:47:39
@misc{4001792,
  abstract     = {To explore the possible negative consequences associated with when a company leverages the corporate brand on its products, and suggest potential strategies to avoid these. The authors intend to investigate the opinions of experts and professional with extensive experience within the field of branding, through conducting qualitative in-depth interviews. The thesis is based upon a theoretical review consisting of books and articles within the fields of branding, corporate branding and various negative aspects associated with these such as brand dilution and spillover. The empirical data has been collected through five semi-structured interviews that has been conducted in person and recorded.Our research has been able discover several points where the opinions of the experts interviewed differ from what is suggested in theory. We have also been able to identify negative aspects associated with leveraging the corporate brand that has not previously been treated in theory. Lastly, we have been able to suggest strategies for avoiding some of the potential risks.},
  author       = {Christensson, Peter and Yu, Fanny},
  keyword      = {Leveraging the Corporate Brand,Corporate Branding,Product Branding,Rebranding,Brand Endorsement,Brand Dilution,Brand Confusion,Spillover.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Leveraging the corporate brand - What are the possible negative consequnces?},
  year         = {2013},
}