Managing the corporate brand - A study of the corporate brand manager in theory and practice
Author
Summary, in English
Title: Managing the Corporate Brand: A Study of the Corporate Brand Manager in Theory and Practice
Date of the Seminar: 2012-05-29
Course: BUSN29 – Master thesis
Authors: Fredrik Augustsson, Martin Larsson
Advisor: Mats Urde, Associate Professor
Keywords: Corporate Brand Management, Corporate Brand Manager, Brand Strategy, Brand Management, Brand Hierarchy
Thesis purpose: To investigate the role of the Corporate Brand Manager in theory and practice.
Methodology: Following a social constructionism approach we apply a grounded theory strategy. An exploratory method is used where mainly qualitative research is conducted and appropriately supported by minor quantitative research. The analysis is carried out guided by an iterative process.
Theoretical perspective: The literature review creates the foundation for the theoretical framework where the two explicit tools that will be used in the analysis are highlighted. We present and describe in detail the Melin and Urde Categorisation Framework and the Balmer, Liao, and Wang Corporate Brand Custodianship model.
Empirical data: The empirical data is collected through qualitative semi-structured interviews with 65 Corporate Brand Managers. Additional quantitative data is also collected during the interview process. In order to receive in-depth information, in many cases vital material regarding corporate business strategies, all the respondents were promised full anonymity.
Conclusion: We conclude that the role as a Corporate Brand Manager differs according to various Corporate Brand Strategies. We provide a description of the tasks and responsibilities of the Corporate Brand Manager based on certain contexts and present this in our model – The Corporate Brand Manager Categorisation Framework.
Date of the Seminar: 2012-05-29
Course: BUSN29 – Master thesis
Authors: Fredrik Augustsson, Martin Larsson
Advisor: Mats Urde, Associate Professor
Keywords: Corporate Brand Management, Corporate Brand Manager, Brand Strategy, Brand Management, Brand Hierarchy
Thesis purpose: To investigate the role of the Corporate Brand Manager in theory and practice.
Methodology: Following a social constructionism approach we apply a grounded theory strategy. An exploratory method is used where mainly qualitative research is conducted and appropriately supported by minor quantitative research. The analysis is carried out guided by an iterative process.
Theoretical perspective: The literature review creates the foundation for the theoretical framework where the two explicit tools that will be used in the analysis are highlighted. We present and describe in detail the Melin and Urde Categorisation Framework and the Balmer, Liao, and Wang Corporate Brand Custodianship model.
Empirical data: The empirical data is collected through qualitative semi-structured interviews with 65 Corporate Brand Managers. Additional quantitative data is also collected during the interview process. In order to receive in-depth information, in many cases vital material regarding corporate business strategies, all the respondents were promised full anonymity.
Conclusion: We conclude that the role as a Corporate Brand Manager differs according to various Corporate Brand Strategies. We provide a description of the tasks and responsibilities of the Corporate Brand Manager based on certain contexts and present this in our model – The Corporate Brand Manager Categorisation Framework.
Department/s
Publishing year
2012
Language
English
Full text
Document type
Student publication for Master's degree (one year)
Topic
- Business and Economics
Keywords
- Corporate Brand Management
- Corporate Brand Manager
- Brand Strategy
- Brand Management
- Brand Hierarchy
Supervisor
- Mats Urde