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Brand Manager 2.0

Zetterberg, Elvira LU and Kubiak, Monika LU (2018) BUSN39 20181
Department of Business Administration
Abstract
Purpose: The ambition of this study is to update the underlying assumptions about the role of a brand manager in the new digital era by illuminating how the role is executed and perceived by brand managers themselves. This study aims to update the language concerning a brand manager’s role with the help of metaphors and also, problematize the traditional assumptions regarding brand management.
Methodology: In this study a qualitative research approach has been undertake including a purposive sampling technique. 14 semi-structured in-depth interviews has been performed with brand managers from different business fields. The empirical material was analyzed through a metaphorical technique.
Theoretical perspective: The empirical findings... (More)
Purpose: The ambition of this study is to update the underlying assumptions about the role of a brand manager in the new digital era by illuminating how the role is executed and perceived by brand managers themselves. This study aims to update the language concerning a brand manager’s role with the help of metaphors and also, problematize the traditional assumptions regarding brand management.
Methodology: In this study a qualitative research approach has been undertake including a purposive sampling technique. 14 semi-structured in-depth interviews has been performed with brand managers from different business fields. The empirical material was analyzed through a metaphorical technique.
Theoretical perspective: The empirical findings have been approached through the theory of metaphors.
Empirical findings: This study presents six metaphors brand manager as a conductor, brand manager as lawyer, brand manager as a fortune teller, brand manager as a patriotic chameleon, brand manager as a police and brand manager as an endangered species. All six metaphors describe the role of a brand manager from different standpoints. The metaphors serve as a new type of language which helps to understand the complexity and conflict of a brand manager’s role.
Conclusion: A first conclusion is that the six metaphors describe a brand manager’s role from many different standpoints in the new digital era. A second conclusion is that both the title and the role are somewhat blurry since there are paradoxes in between the metaphors. The last conclusion found is that a brand manager’s personality is forced to be split. (Less)
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author
Zetterberg, Elvira LU and Kubiak, Monika LU
supervisor
organization
alternative title
A metaphorical study of brand managers in the new digital era
course
BUSN39 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Management, Brand Managers, Digitalization, Metaphors, Internal Branding
language
English
id
8954702
date added to LUP
2018-07-09 13:20:16
date last changed
2018-07-09 13:20:16
@misc{8954702,
  abstract     = {Purpose: The ambition of this study is to update the underlying assumptions about the role of a brand manager in the new digital era by illuminating how the role is executed and perceived by brand managers themselves. This study aims to update the language concerning a brand manager’s role with the help of metaphors and also, problematize the traditional assumptions regarding brand management. 
Methodology: In this study a qualitative research approach has been undertake including a purposive sampling technique. 14 semi-structured in-depth interviews has been performed with brand managers from different business fields. The empirical material was analyzed through a metaphorical technique. 
Theoretical perspective: The empirical findings have been approached through the theory of metaphors.
Empirical findings: This study presents six metaphors brand manager as a conductor, brand manager as lawyer, brand manager as a fortune teller, brand manager as a patriotic chameleon, brand manager as a police and brand manager as an endangered species. All six metaphors describe the role of a brand manager from different standpoints. The metaphors serve as a new type of language which helps to understand the complexity and conflict of a brand manager’s role.
Conclusion: A first conclusion is that the six metaphors describe a brand manager’s role from many different standpoints in the new digital era. A second conclusion is that both the title and the role are somewhat blurry since there are paradoxes in between the metaphors. The last conclusion found is that a brand manager’s personality is forced to be split.},
  author       = {Zetterberg, Elvira and Kubiak, Monika},
  keyword      = {Brand Management,Brand Managers,Digitalization,Metaphors,Internal Branding},
  language     = {eng},
  note         = {Student Paper},
  title        = {Brand Manager 2.0},
  year         = {2018},
}