Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Food for Thought: Investigating Brand Activism and the Positioning of FMCG Brands in the Plant-Based Space

Karlsson, Jesper LU and Weir, Sophie LU (2022) BUSN39 20221
Department of Business Administration
Abstract
Title: Food for Thought: Investigating Brand Activism and the Positioning of FMCG Brands
in the Plant-Based Space
Seminar date: 2022-06-03
Course: BUSN39, Degree Project in Global Marketing - Master Level
Authors: Jesper Karlsson & Sophie Weir
Advisor: Javier Cenamor
Keywords: Brand activism, brand positioning, plant-based brands, FMCG, brand identity
Research questions: How do marketing professionals within plant-based brands enact brand
activism as a positioning strategy? What are the barriers connected to the use of brand activism
among plant-based brands, and what are the critical actions to overcome said barriers?
Purpose: This paper aims to build on the fundamentals of brand activism and brand positioning
literature by... (More)
Title: Food for Thought: Investigating Brand Activism and the Positioning of FMCG Brands
in the Plant-Based Space
Seminar date: 2022-06-03
Course: BUSN39, Degree Project in Global Marketing - Master Level
Authors: Jesper Karlsson & Sophie Weir
Advisor: Javier Cenamor
Keywords: Brand activism, brand positioning, plant-based brands, FMCG, brand identity
Research questions: How do marketing professionals within plant-based brands enact brand
activism as a positioning strategy? What are the barriers connected to the use of brand activism
among plant-based brands, and what are the critical actions to overcome said barriers?
Purpose: This paper aims to build on the fundamentals of brand activism and brand positioning
literature by investigating the interplay of these phenomena within the context of plant-based
FMCG. The purpose and reasoning behind the research questions is to uncover how marketing
professionals within plant-based brands utilise the aforementioned concepts and if brand
activism can be utilised to strengthen a brand’s position.
Theoretical perspectives: Brand Activism, Brand Positioning
Methodology: The research was conducted using a qualitative method and an abductive
approach. A total of 10 semi-structured interviews were conducted with marketing
professionals currently employed at different plant-based FMCG brands located in England,
Sweden and the Netherlands.
Result: The results highlight the different ways in which the interviewees enact brand activism,
the barriers related to the engagement of brand activism, as well as critical actions to overcome
said barriers. These results are summarised in the brand activism positioning archetypes.
Conclusions: This research nuances existing literature by showing more variation in brand
activist brand classifications presented by literature, and that brand activism is not so black and
white. Insights generated by this study can help marketing professionals guide their
engagement with brand activism in the plant-based space. Furthermore, the study proposes an
explanation as to how brand activism can strengthen a brand’s position, by adapting Kapferer’s
positioning diamond. Lastly, the study expands previous literature concerning the brand-cause
fit, and how existing literature is insufficient in terms of differentiating the brand. (Less)
Please use this url to cite or link to this publication:
author
Karlsson, Jesper LU and Weir, Sophie LU
supervisor
organization
course
BUSN39 20221
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand activism, brand positioning, plant-based brands, FMCG, brand identity
language
English
id
9095910
date added to LUP
2022-07-08 12:41:01
date last changed
2022-07-08 12:41:01
@misc{9095910,
  abstract     = {{Title: Food for Thought: Investigating Brand Activism and the Positioning of FMCG Brands
in the Plant-Based Space
Seminar date: 2022-06-03
Course: BUSN39, Degree Project in Global Marketing - Master Level
Authors: Jesper Karlsson & Sophie Weir
Advisor: Javier Cenamor
Keywords: Brand activism, brand positioning, plant-based brands, FMCG, brand identity
Research questions: How do marketing professionals within plant-based brands enact brand
activism as a positioning strategy? What are the barriers connected to the use of brand activism
among plant-based brands, and what are the critical actions to overcome said barriers?
Purpose: This paper aims to build on the fundamentals of brand activism and brand positioning
literature by investigating the interplay of these phenomena within the context of plant-based
FMCG. The purpose and reasoning behind the research questions is to uncover how marketing
professionals within plant-based brands utilise the aforementioned concepts and if brand
activism can be utilised to strengthen a brand’s position.
Theoretical perspectives: Brand Activism, Brand Positioning
Methodology: The research was conducted using a qualitative method and an abductive
approach. A total of 10 semi-structured interviews were conducted with marketing
professionals currently employed at different plant-based FMCG brands located in England,
Sweden and the Netherlands.
Result: The results highlight the different ways in which the interviewees enact brand activism,
the barriers related to the engagement of brand activism, as well as critical actions to overcome
said barriers. These results are summarised in the brand activism positioning archetypes.
Conclusions: This research nuances existing literature by showing more variation in brand
activist brand classifications presented by literature, and that brand activism is not so black and
white. Insights generated by this study can help marketing professionals guide their
engagement with brand activism in the plant-based space. Furthermore, the study proposes an
explanation as to how brand activism can strengthen a brand’s position, by adapting Kapferer’s
positioning diamond. Lastly, the study expands previous literature concerning the brand-cause
fit, and how existing literature is insufficient in terms of differentiating the brand.}},
  author       = {{Karlsson, Jesper and Weir, Sophie}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Food for Thought: Investigating Brand Activism and the Positioning of FMCG Brands in the Plant-Based Space}},
  year         = {{2022}},
}