How are brand characters portrayed in Formula 1 teams? - A Study of Experience Markets
(2025) FEKH29 20251Department of Business Administration
- Abstract
- How are brand characters portrayed in Formula 1 teams? The purpose of this study is to understand and describe brands and their brand characters within the experience market of Formula 1. We aim to contribute with conclusions regarding brand characters and their differentiation within the field of research of experience markets. The study adopts a qualitative and abductive approach, grounded in interpretivism and constructionism. Data collection consists of document studies of websites, a documentary series and two expert interviews. Narrative analysis is applied as the method of analysis to identify brand characters in Formula 1 teams. The thesis follows a comparative design in which the four teams are analysed and compared. The theories... (More)
- How are brand characters portrayed in Formula 1 teams? The purpose of this study is to understand and describe brands and their brand characters within the experience market of Formula 1. We aim to contribute with conclusions regarding brand characters and their differentiation within the field of research of experience markets. The study adopts a qualitative and abductive approach, grounded in interpretivism and constructionism. Data collection consists of document studies of websites, a documentary series and two expert interviews. Narrative analysis is applied as the method of analysis to identify brand characters in Formula 1 teams. The thesis follows a comparative design in which the four teams are analysed and compared. The theories used are narrative theory, more specifically Propp’s theory (1968), and Aaker’s theoretical framework a Brand Personality Framework (1997). The theoretical frameworks used have enabled an understanding of the market, by identifying a narrative and a personality for each team. New brand characters were developed to contribute to a comprehensive picture of the brands’ roles. The four brand characters we have identified are the Operator, the Team Player, the Provocateur and the Icon. They are based on Mercedes, McLaren, Red Bull and Ferrari. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9205675
- author
- Petersson, Kevin LU ; Bjerström, Ellen LU and Järnum, Ellinor LU
- supervisor
- organization
- course
- FEKH29 20251
- year
- 2025
- type
- M2 - Bachelor Degree
- subject
- keywords
- Brands, characters, experience markets, Formula 1, narrative
- language
- Swedish
- id
- 9205675
- date added to LUP
- 2025-07-02 11:13:37
- date last changed
- 2025-07-02 11:13:37
@misc{9205675,
abstract = {{How are brand characters portrayed in Formula 1 teams? The purpose of this study is to understand and describe brands and their brand characters within the experience market of Formula 1. We aim to contribute with conclusions regarding brand characters and their differentiation within the field of research of experience markets. The study adopts a qualitative and abductive approach, grounded in interpretivism and constructionism. Data collection consists of document studies of websites, a documentary series and two expert interviews. Narrative analysis is applied as the method of analysis to identify brand characters in Formula 1 teams. The thesis follows a comparative design in which the four teams are analysed and compared. The theories used are narrative theory, more specifically Propp’s theory (1968), and Aaker’s theoretical framework a Brand Personality Framework (1997). The theoretical frameworks used have enabled an understanding of the market, by identifying a narrative and a personality for each team. New brand characters were developed to contribute to a comprehensive picture of the brands’ roles. The four brand characters we have identified are the Operator, the Team Player, the Provocateur and the Icon. They are based on Mercedes, McLaren, Red Bull and Ferrari.}},
author = {{Petersson, Kevin and Bjerström, Ellen and Järnum, Ellinor}},
language = {{swe}},
note = {{Student Paper}},
title = {{How are brand characters portrayed in Formula 1 teams? - A Study of Experience Markets}},
year = {{2025}},
}