Enhancing brand communication: understanding how practitioners balance creativity and consistency in advertising
(2025) SKDK11 20251Department 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:
http://lup.lub.lu.se/student-papers/record/9193462
- author
- Caroni-Larsén, Vincent LU and Schmidt, Simon LU
- supervisor
- organization
- course
- SKDK11 20251
- year
- 2025
- 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}}, }