Corporate brand identity – brand image alignment

Sammanfattning: The purpose of this research paper is to explore, define and characterise the phenomenon of corporate brand identity - brand image alignment when the manufacturer is selling its product through online retailers. A qualitative single case study with a social constructionist and abductive approach has been executed. The company, used as a single case study, is the Swedish outdoor, active and urban lifestyle company Thule. The field of corporate brand alignment is being taking in consideration. Furthermore, its main components, corporate brand identity, brand image and corporate consistent communication, play the role of the three theoretical realms. Hence, a preliminary framework is being created. The primary data consists review of Thule corporate website, the collection web and textual data from 24 pre-selected websites, two semi-structured interviews with Thule managers and eight semi-structured interviews with consumers regarding the Thule brand. The secondary data used is related to Thule’s company presentations and end of the year reports. trademark and brand guidelines, as well as the disclosed contracts between Thule and the online retailers. It can be seen that the corporate brand identity - brand image alignment can be influenced negatively if the key brand elements are not being communicated by the online retailers as per manufacturer’s requirements. Further, a revised corporate brand identity - brand image framework with additional brand and other influencing elements in it, is presented.