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Camouflaging Controversy: Exploring Citizens’ Understanding of Public Branding through a Case Study of the German Armed Forces

Städele, Franziska Sophia LU and Weiner, Inga Ruth LU (2024) BUSN39 20241
Department of Business Administration
Abstract
This study aims to comprehend how German citizens’ understanding of public organizations’ branding, as exemplified by the Bundeswehr, shapes their conception of these organizations. Using a qualitative research methodology, semi-structured interviews supported by photo-elicitation were conducted with German citizens of different demographic groups to better understand public opinion. The study identifies two main themes: the influence of branding on personal and national identity and the glorification of military engagements. Both themes are characterized by the interdependency of organizational context and branding ethics in the Bundeswehr’s branding. The findings highlight the need for public organizations to carefully design their... (More)
This study aims to comprehend how German citizens’ understanding of public organizations’ branding, as exemplified by the Bundeswehr, shapes their conception of these organizations. Using a qualitative research methodology, semi-structured interviews supported by photo-elicitation were conducted with German citizens of different demographic groups to better understand public opinion. The study identifies two main themes: the influence of branding on personal and national identity and the glorification of military engagements. Both themes are characterized by the interdependency of organizational context and branding ethics in the Bundeswehr’s branding. The findings highlight the need for public organizations to carefully design their branding strategies concerning their embeddedness in a social, political, and historical context to promote authenticity and uphold democratic values. Moreover, they emphasize that effective public branding requires both transparency and ethical reflection to strengthen legitimacy in the public view. (Less)
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author
Städele, Franziska Sophia LU and Weiner, Inga Ruth LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
armed forces, authenticity, branding ethics, Bundeswehr, defense sector, legitimacy, public branding, public institutions, public understanding, responsibility, value
language
English
id
9162295
date added to LUP
2024-06-25 13:27:00
date last changed
2024-06-25 13:27:00
@misc{9162295,
  abstract     = {{This study aims to comprehend how German citizens’ understanding of public organizations’ branding, as exemplified by the Bundeswehr, shapes their conception of these organizations. Using a qualitative research methodology, semi-structured interviews supported by photo-elicitation were conducted with German citizens of different demographic groups to better understand public opinion. The study identifies two main themes: the influence of branding on personal and national identity and the glorification of military engagements. Both themes are characterized by the interdependency of organizational context and branding ethics in the Bundeswehr’s branding. The findings highlight the need for public organizations to carefully design their branding strategies concerning their embeddedness in a social, political, and historical context to promote authenticity and uphold democratic values. Moreover, they emphasize that effective public branding requires both transparency and ethical reflection to strengthen legitimacy in the public view.}},
  author       = {{Städele, Franziska Sophia and Weiner, Inga Ruth}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Camouflaging Controversy: Exploring Citizens’ Understanding of Public Branding through a Case Study of the German Armed Forces}},
  year         = {{2024}},
}