From Cost Spender to Value Provider - Using Data to Build and Sustain Brands
(2023) BUSN39 20231Department of Business Administration
- Abstract
- Introduction: Data has revolutionized how business is conducted and presents several possibilities for companies to capitalize on, namely data-driven decision-making, Business Intelligence, and marketing. However, how it pertains to brand management has not been covered. Moreover, a recurring tension between short-term sales revenue and long-term brand-building objectives is said to be heightened by data analytics. Data can, on the one hand, improve productivity and objectivity in decision-making, but on the other hand, make the case against investments in brand management due to the short-sighted focus on sales.
Aim: Aims to provide insights into the use of data and analytics for brand decisions.
Methodology: A qualitative,... (More) - Introduction: Data has revolutionized how business is conducted and presents several possibilities for companies to capitalize on, namely data-driven decision-making, Business Intelligence, and marketing. However, how it pertains to brand management has not been covered. Moreover, a recurring tension between short-term sales revenue and long-term brand-building objectives is said to be heightened by data analytics. Data can, on the one hand, improve productivity and objectivity in decision-making, but on the other hand, make the case against investments in brand management due to the short-sighted focus on sales.
Aim: Aims to provide insights into the use of data and analytics for brand decisions.
Methodology: A qualitative, embedded, single case study of the multi-brand company Essity and two of its global brands Tork and TENA was done, following an abductive and interpretivistic approach.
Data collection: The data was collected from semi-structured interviews with nine participants of managerial positions at different levels at Essity, Tork, and TENA, deemed to provide relevant insights into the subject and study.
Conclusion: Findings show various ways in which data and analytics are used in decision-making to build and sustain the brands at a multi-brand company. These were illustrated according to the three identified themes: Understanding the Customer, Visualizing and Tracking the Performance, and Convincing the Stakeholders, demonstrating efforts that ultimately provide the basis for decision-making to build and sustain brands.
Originality: Provides a new context for data, analytics, and decision-making, that of brand management, and a new area of decisions based on data, those of brand decisions. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9124644
- author
- Steerling, Sofia LU and Edlund, Louise LU
- supervisor
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- brand management, brand building, brand sustaining, data, data analytics, Business Intelligence, data-driven decision-making, multi-brand company
- language
- English
- id
- 9124644
- date added to LUP
- 2023-06-29 09:26:58
- date last changed
- 2023-06-29 09:26:58
@misc{9124644,
abstract = {{Introduction: Data has revolutionized how business is conducted and presents several possibilities for companies to capitalize on, namely data-driven decision-making, Business Intelligence, and marketing. However, how it pertains to brand management has not been covered. Moreover, a recurring tension between short-term sales revenue and long-term brand-building objectives is said to be heightened by data analytics. Data can, on the one hand, improve productivity and objectivity in decision-making, but on the other hand, make the case against investments in brand management due to the short-sighted focus on sales.
Aim: Aims to provide insights into the use of data and analytics for brand decisions.
Methodology: A qualitative, embedded, single case study of the multi-brand company Essity and two of its global brands Tork and TENA was done, following an abductive and interpretivistic approach.
Data collection: The data was collected from semi-structured interviews with nine participants of managerial positions at different levels at Essity, Tork, and TENA, deemed to provide relevant insights into the subject and study.
Conclusion: Findings show various ways in which data and analytics are used in decision-making to build and sustain the brands at a multi-brand company. These were illustrated according to the three identified themes: Understanding the Customer, Visualizing and Tracking the Performance, and Convincing the Stakeholders, demonstrating efforts that ultimately provide the basis for decision-making to build and sustain brands.
Originality: Provides a new context for data, analytics, and decision-making, that of brand management, and a new area of decisions based on data, those of brand decisions.}},
author = {{Steerling, Sofia and Edlund, Louise}},
language = {{eng}},
note = {{Student Paper}},
title = {{From Cost Spender to Value Provider - Using Data to Build and Sustain Brands}},
year = {{2023}},
}