Camouflaging Controversy: Exploring Citizens’ Understanding of Public Branding through a Case Study of the German Armed Forces
(2024) BUSN39 20241Department 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)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9162295
- author
- Städele, Franziska Sophia LU and Weiner, Inga Ruth LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- 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}}, }