The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by the Management of a Retail Organization Through Rebranding

Sammanfattning: Title: The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by Management of a Retail Organization Through Rebranding Date of the Seminar: 2nd of June 2023 Course: BUSN39 Degree Project in Global Marketing Authors: Henriette Grønlund Christensen and Julie Melchior Eide Supervisor: Veronika Tarnovskaya Keywords: Sustainability, corporate branding, corporate rebranding, internal corporate rebranding, strategy as practise, sustainable corporate brands Purpose: The purpose of this thesis is to understand how a sustainable corporate brand is implemented by management of a retail organization through rebranding. Therefore, the thesis relates corporate rebranding to sustainability with the aim to understand the process from going from a corporate brand to a sustainable corporate brand. Methodology: The thesis has been conducted with an abductive approach using a qualitative method looking at one single case study. The data has been gathered by conducting five semi-structured interviews, including a brand manager and a sustainability manager, and three non-management employees working within the case company. Theoretical perspective: This thesis introduces key concepts and theories related to the themes of sustainability, corporate rebranding and managerial practices. Hereby, presenting the model of corporate rebranding (Miller & Merrilees et al. 2008; Miller et al. 2014), the corporate rebranding buy-in model (Joseph et al. 2021) and key sustainability considerations by Stuart (2011; 2013). Findings/conclusion: To accommodate the thesis’s purpose, a conceptual framework was developed, including three phases and 12 managerial practices. This framework provides a comprehensive understanding of how a sustainable corporate brand is implemented through rebranding. Practical Implications: The practical implications of the thesis are targeted towards managers with employee-responsibility. This thesis contributes as a valuable tool for managers for them to effectively implement sustainability, as it combines sustainability and rebranding through a process approach, which has not yet been seen in existing literature.