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Aligned Branding - An Opportunity for Coordinated HR & Marketing Efforts

Kutter, Annabel LU and Gallmann, Sarah LU (2018) MGTN59 20181
Department of Business Administration
Abstract
Purpose - The primary purpose of this thesis is to generate insights into the practical relevance and existing attempts of an aligned employer and corporate brand. The literature suggests that both employer branding and corporate branding are not aligned for a consistent brand, and each of the department responsible for the respective branding concept works in separate silos without cross-functional interaction. Hence, it is explored empirically if the theory on the necessary alignment of both the employer and corporate brand has been taken into consideration in practice and how this has been implemented to achieve a consistent brand.
Method - In order to accomplish the purpose of this thesis, HR and Marketing professional´s perceptions... (More)
Purpose - The primary purpose of this thesis is to generate insights into the practical relevance and existing attempts of an aligned employer and corporate brand. The literature suggests that both employer branding and corporate branding are not aligned for a consistent brand, and each of the department responsible for the respective branding concept works in separate silos without cross-functional interaction. Hence, it is explored empirically if the theory on the necessary alignment of both the employer and corporate brand has been taken into consideration in practice and how this has been implemented to achieve a consistent brand.
Method - In order to accomplish the purpose of this thesis, HR and Marketing professional´s perceptions of branding are explored. The authors conducted qualitative interviews within detailed case studies with four companies.
Findings - The results indicate various degrees of HR and Marketing cooperation. The benefits of potential cooperation are acknowledged, which indicates awareness of the subject matter to some extent. Yet, no strategic alignment of branding strategy takes place in practice. Hence, no implementation of aligned branding could be observed.
Value - In terms of a recommendation for action, based on the results it can be concluded that HR shows increased awareness of aligned branding and could take on a more active role in convincing Marketing of the benefits while profiting from Marketing´s prior knowledge on branding. This research added to increase the understanding of the practical implementation of coordinated activities in an attempt to enhance HR and Marketing Manager´s activities for consistent branding as well as offer managerial recommendation for actions. (Less)
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author
Kutter, Annabel LU and Gallmann, Sarah LU
supervisor
organization
course
MGTN59 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
Branding, Aligned Branding, Employer Branding, Corporate Branding, Human Resources, Marketing
language
English
id
8944809
date added to LUP
2018-06-28 13:17:04
date last changed
2018-06-28 13:17:04
@misc{8944809,
  abstract     = {{Purpose - The primary purpose of this thesis is to generate insights into the practical relevance and existing attempts of an aligned employer and corporate brand. The literature suggests that both employer branding and corporate branding are not aligned for a consistent brand, and each of the department responsible for the respective branding concept works in separate silos without cross-functional interaction. Hence, it is explored empirically if the theory on the necessary alignment of both the employer and corporate brand has been taken into consideration in practice and how this has been implemented to achieve a consistent brand.
Method - In order to accomplish the purpose of this thesis, HR and Marketing professional´s perceptions of branding are explored. The authors conducted qualitative interviews within detailed case studies with four companies.
Findings - The results indicate various degrees of HR and Marketing cooperation. The benefits of potential cooperation are acknowledged, which indicates awareness of the subject matter to some extent. Yet, no strategic alignment of branding strategy takes place in practice. Hence, no implementation of aligned branding could be observed.
Value - In terms of a recommendation for action, based on the results it can be concluded that HR shows increased awareness of aligned branding and could take on a more active role in convincing Marketing of the benefits while profiting from Marketing´s prior knowledge on branding. This research added to increase the understanding of the practical implementation of coordinated activities in an attempt to enhance HR and Marketing Manager´s activities for consistent branding as well as offer managerial recommendation for actions.}},
  author       = {{Kutter, Annabel and Gallmann, Sarah}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Aligned Branding - An Opportunity for Coordinated HR & Marketing Efforts}},
  year         = {{2018}},
}