Sell-Off, Spin-Off, Carve-Out: Brand Identity Changes for the Corporate Mother Brand and the Divested Brand
(2024) BUSN39 20241Department of Business Administration
- Abstract (Swedish)
- Title: Sell-Off, Spin-Off, Carve-Out: Brand Identity Changes for the Corporate Mother Brand and the Divested Brand
Authors: Karol Gasienica & August Ström
Supervisor: Mats Urde
Purpose: The purpose of this research is to explore the phenomena of brand identity alteration within the context of divestitures for the Corporate Mother Brand and the Divested Brand, to understand what happens with their identities throughout a divestment process, how it happens and why this is.
Methodology: The methodology is structured around a qualitative multiple-case study approach, which is grounded in a relativist and social constructionist perspective. The case study covers three different types of divestments: sell-off (Trelleborg Group and... (More) - Title: Sell-Off, Spin-Off, Carve-Out: Brand Identity Changes for the Corporate Mother Brand and the Divested Brand
Authors: Karol Gasienica & August Ström
Supervisor: Mats Urde
Purpose: The purpose of this research is to explore the phenomena of brand identity alteration within the context of divestitures for the Corporate Mother Brand and the Divested Brand, to understand what happens with their identities throughout a divestment process, how it happens and why this is.
Methodology: The methodology is structured around a qualitative multiple-case study approach, which is grounded in a relativist and social constructionist perspective. The case study covers three different types of divestments: sell-off (Trelleborg Group and Yokohama TWS), spin-off (Getinge and Arjo) and carve-out (Volkswagen Group and Porsche).
Theoretical perspective: This study applies the Corporate Brand Identity Matrix (CBIM) as its central theoretical framework, guiding both the methodology and data analysis. The CBIM integrates key concepts from brand management literature, offering a structured approach to explore corporate brand dynamics.
Empirical data: Empirical data for this study is gathered from both primary and secondary sources. Primary data is collected through semi-structured interviews, while secondary data is derived from a thorough analysis of relevant documents.
Conclusions: The Divestment-Driven Identity Change Matrix identifies different divestiture types varyingly influence brand identity alteration. The Divestment-Induced Brand Identity Framework conceptualizes the brand identity elements altered by divestments and the nature of these changes, in addition to an exchange of culture between brands. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9169219
- author
- Gasienica, Karol LU and Ström, August LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Corporate Brand Management, Corporate Brand Identity, Divestitures, Sell-off, Spin-off, Carve-out, Brand Structure, Brand Portfolio, Brand Architecture
- language
- English
- id
- 9169219
- date added to LUP
- 2024-06-28 11:41:40
- date last changed
- 2024-06-28 11:41:40
@misc{9169219,
abstract = {{Title: Sell-Off, Spin-Off, Carve-Out: Brand Identity Changes for the Corporate Mother Brand and the Divested Brand
Authors: Karol Gasienica & August Ström
Supervisor: Mats Urde
Purpose: The purpose of this research is to explore the phenomena of brand identity alteration within the context of divestitures for the Corporate Mother Brand and the Divested Brand, to understand what happens with their identities throughout a divestment process, how it happens and why this is.
Methodology: The methodology is structured around a qualitative multiple-case study approach, which is grounded in a relativist and social constructionist perspective. The case study covers three different types of divestments: sell-off (Trelleborg Group and Yokohama TWS), spin-off (Getinge and Arjo) and carve-out (Volkswagen Group and Porsche).
Theoretical perspective: This study applies the Corporate Brand Identity Matrix (CBIM) as its central theoretical framework, guiding both the methodology and data analysis. The CBIM integrates key concepts from brand management literature, offering a structured approach to explore corporate brand dynamics.
Empirical data: Empirical data for this study is gathered from both primary and secondary sources. Primary data is collected through semi-structured interviews, while secondary data is derived from a thorough analysis of relevant documents.
Conclusions: The Divestment-Driven Identity Change Matrix identifies different divestiture types varyingly influence brand identity alteration. The Divestment-Induced Brand Identity Framework conceptualizes the brand identity elements altered by divestments and the nature of these changes, in addition to an exchange of culture between brands.}},
author = {{Gasienica, Karol and Ström, August}},
language = {{eng}},
note = {{Student Paper}},
title = {{Sell-Off, Spin-Off, Carve-Out: Brand Identity Changes for the Corporate Mother Brand and the Divested Brand}},
year = {{2024}},
}