Brand Identity in the Era of Social Media - Rethinking Existing Brand Identity Frameworks
(2018) BUSN39 20181Department of Business Administration
- Abstract
- Title: Brand Identity in the Era of Social Media - Rethinking Existing Brand Identity Frameworks
Seminar date: 5th of June 2018
Course: BUSN39, Degree Project in Global Marketing at Master Level, 15 ECTS-credits
Authors: Sophia Collischon and Rebecka Höjgård Hansen
Supervisor: Magnus Nilsson
Key words: Brand Identity, Social Media, Brand Management, Consumer
Purpose: The purpose of the thesis is to propose a new brand identity framework which takes the social media environment and its implications for brand identity into consideration.
Methodology: The thesis follows a qualitative and abductive research approach. The presented analysis, discussion and conclusion are based upon empirical material derived from nine semi-... (More) - Title: Brand Identity in the Era of Social Media - Rethinking Existing Brand Identity Frameworks
Seminar date: 5th of June 2018
Course: BUSN39, Degree Project in Global Marketing at Master Level, 15 ECTS-credits
Authors: Sophia Collischon and Rebecka Höjgård Hansen
Supervisor: Magnus Nilsson
Key words: Brand Identity, Social Media, Brand Management, Consumer
Purpose: The purpose of the thesis is to propose a new brand identity framework which takes the social media environment and its implications for brand identity into consideration.
Methodology: The thesis follows a qualitative and abductive research approach. The presented analysis, discussion and conclusion are based upon empirical material derived from nine semi- structured interviews with professionals. Furthermore, the thesis is based upon existing literature and theories about brand identity and social media derived from books, journals and websites.
Theoretical perspective: The thesis predominantly addresses traditional brand identity theories, modern brand identity theories, the advent of social media and its implications for brand management and consumer brand-related activities. As a result of the presented theoretical perspective, an analytical framework is developed.
Empirical foundation: The empirical data of the thesis derives from nine semi-structured interviews with professionals within marketing, brand management and social media.
Conclusion: The conclusion of the thesis is that a brand identity framework in a social media environment is constructed based upon the interrelations between Brand Management and Social Media as well as the interrelation between Consumer and Social Media. Additionally, it is based upon the interrelations between Brand Management and Core- as well as Malleable Identity which together forms the Brand Identity. Lastly, it is based upon the relation between Consumer and Malleable Identity. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8948503
- author
- Höjgård Hansen, Rebecka LU and Collischon, Sophia LU
- supervisor
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 8948503
- date added to LUP
- 2018-06-28 14:39:01
- date last changed
- 2018-06-28 14:39:01
@misc{8948503,
abstract = {{Title: Brand Identity in the Era of Social Media - Rethinking Existing Brand Identity Frameworks
Seminar date: 5th of June 2018
Course: BUSN39, Degree Project in Global Marketing at Master Level, 15 ECTS-credits
Authors: Sophia Collischon and Rebecka Höjgård Hansen
Supervisor: Magnus Nilsson
Key words: Brand Identity, Social Media, Brand Management, Consumer
Purpose: The purpose of the thesis is to propose a new brand identity framework which takes the social media environment and its implications for brand identity into consideration.
Methodology: The thesis follows a qualitative and abductive research approach. The presented analysis, discussion and conclusion are based upon empirical material derived from nine semi- structured interviews with professionals. Furthermore, the thesis is based upon existing literature and theories about brand identity and social media derived from books, journals and websites.
Theoretical perspective: The thesis predominantly addresses traditional brand identity theories, modern brand identity theories, the advent of social media and its implications for brand management and consumer brand-related activities. As a result of the presented theoretical perspective, an analytical framework is developed.
Empirical foundation: The empirical data of the thesis derives from nine semi-structured interviews with professionals within marketing, brand management and social media.
Conclusion: The conclusion of the thesis is that a brand identity framework in a social media environment is constructed based upon the interrelations between Brand Management and Social Media as well as the interrelation between Consumer and Social Media. Additionally, it is based upon the interrelations between Brand Management and Core- as well as Malleable Identity which together forms the Brand Identity. Lastly, it is based upon the relation between Consumer and Malleable Identity.}},
author = {{Höjgård Hansen, Rebecka and Collischon, Sophia}},
language = {{eng}},
note = {{Student Paper}},
title = {{Brand Identity in the Era of Social Media - Rethinking Existing Brand Identity Frameworks}},
year = {{2018}},
}