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Are Corporate Brands Really Unique?

Sanvito, Davide LU and Liu, Fan LU (2014) BUSN39 20141
Department of Business Administration
Abstract
The aim of the master thesis is to examine the nature of the rhetoric of corporate brands in order to deliver brand positioning as a means for brand uniqueness. The study is grounded on the brand management literature, in particular on corporate brand management and brand positioning theories. The research includes a comprehensive review of brand positioning theories.
A quantitative content analysis produced primary data on the rhetorical themes that express brand positioning in corporate brand websites. The examined corporate brands are included the Millward Brown’s Brandz list of the 100 most valuable brands by 2013.
The findings revealed that:
- The majority of corporate brands use a set of generic positioning themes, as well as... (More)
The aim of the master thesis is to examine the nature of the rhetoric of corporate brands in order to deliver brand positioning as a means for brand uniqueness. The study is grounded on the brand management literature, in particular on corporate brand management and brand positioning theories. The research includes a comprehensive review of brand positioning theories.
A quantitative content analysis produced primary data on the rhetorical themes that express brand positioning in corporate brand websites. The examined corporate brands are included the Millward Brown’s Brandz list of the 100 most valuable brands by 2013.
The findings revealed that:
- The majority of corporate brands use a set of generic positioning themes, as well as the same design.
- There is a connection between the most used themes and the most used design, and between the least used themes and design.
- In the rhetoric of the discourse, the main structure includes a claim of uniqueness and a demonstration of credibility.
- Text is used as the main expression of meanings, rather than images.
- There are patterns related to the geographical origin of the brands. (Less)
Please use this url to cite or link to this publication:
author
Sanvito, Davide LU and Liu, Fan LU
supervisor
organization
course
BUSN39 20141
year
type
H1 - Master's Degree (One Year)
subject
keywords
Corporate brand positioning, rhetoric of brands, online positioning
language
English
id
4460423
date added to LUP
2014-06-25 16:20:33
date last changed
2014-06-25 16:20:33
@misc{4460423,
  abstract     = {{The aim of the master thesis is to examine the nature of the rhetoric of corporate brands in order to deliver brand positioning as a means for brand uniqueness. The study is grounded on the brand management literature, in particular on corporate brand management and brand positioning theories. The research includes a comprehensive review of brand positioning theories. 
A quantitative content analysis produced primary data on the rhetorical themes that express brand positioning in corporate brand websites. The examined corporate brands are included the Millward Brown’s Brandz list of the 100 most valuable brands by 2013. 
The findings revealed that:
- The majority of corporate brands use a set of generic positioning themes, as well as the same design.
- There is a connection between the most used themes and the most used design, and between the least used themes and design.
- In the rhetoric of the discourse, the main structure includes a claim of uniqueness and a demonstration of credibility.
- Text is used as the main expression of meanings, rather than images.
- There are patterns related to the geographical origin of the brands.}},
  author       = {{Sanvito, Davide and Liu, Fan}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Are Corporate Brands Really Unique?}},
  year         = {{2014}},
}