Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Enhancing brand communication: understanding how practitioners balance creativity and consistency in advertising

Caroni-Larsén, Vincent LU and Schmidt, Simon LU (2025) SKDK11 20251
Department of Strategic Communication
Abstract
This thesis explores how advertising practitioners understand and balance creativity and consistency in the advertising that they produce. Employing a qualitative methodology, this research utilised a focus group interview to thematically analyse practitioners' understanding and application of these two dimensions. Integrating theories of brand equity, advertising equity, and sensemaking, we propose that creativity and consistency operate on different scale-levels, allowing the contradictory dimensions to coexist. Drawing on the results, we propose a four-field model assisting in balancing creativity and consistency depending on the brand’s context.
Abstract (Swedish)
Denna studie utforskar hur praktiker inom reklam- och marknadskommunikation förstår och balanserar kreativitet och konsekvens i sitt arbete. Detta studerades med en kvalitativ ansats genom fokusgrupp-intervju. Materialet analyserades tematiskt. Genom teorier om varumärkeskapital, reklamkapital och sensemaking föreslår vi att kreativitet och konsekvens samexisterar på olika skalnivåer, vilket tillåter de annars motsägelsefulla dimensionerna att samexistera i praktiken. Utifrån studiens insikter föreslår författarna en fyrfältsmodell vilken illustrerar hur kreativitet och konsekvens kan förstås och användas beroende på den kontext varumärket befinner sig i.
Please use this url to cite or link to this publication:
author
Caroni-Larsén, Vincent LU and Schmidt, Simon LU
supervisor
organization
course
SKDK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
advertising creativity, brand consistency, brand management, marketing communication, strategic communication, advertising professionals/practitioners
language
English
id
9193462
date added to LUP
2025-06-30 11:18:11
date last changed
2025-06-30 11:18:11
@misc{9193462,
  abstract     = {{This thesis explores how advertising practitioners understand and balance creativity and consistency in the advertising that they produce. Employing a qualitative methodology, this research utilised a focus group interview to thematically analyse practitioners' understanding and application of these two dimensions. Integrating theories of brand equity, advertising equity, and sensemaking, we propose that creativity and consistency operate on different scale-levels, allowing the contradictory dimensions to coexist. Drawing on the results, we propose a four-field model assisting in balancing creativity and consistency depending on the brand’s context.}},
  author       = {{Caroni-Larsén, Vincent and Schmidt, Simon}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Enhancing brand communication: understanding how practitioners balance creativity and consistency in advertising}},
  year         = {{2025}},
}