Levels of corporate branding - A multiple case study to identify and define levels of corporate branding

Sammanfattning: Title: Levels of Corporate Branding Date of the Seminar: June 2nd, 2022 Authors: Sofia Lilliehorn & Johanna Schönberg Advisors: Mats Urde Keywords: Corporate Branding, Levels of Corporate Branding, Corporate Branding Spectrum, Corporate Branding Assessment Matrix Thesis purpose: To identify and define levels of corporate branding by exploring what sets corporate branding apart internally and externally. Methodology: A qualitative multiple case study with an abductive approach. Philosophical assumptions of relativism and constructivism. Theoretical perspective: The theoretical framework is based upon literature within internal corporate branding, external corporate branding, and corporate communication to determine essential elements of corporate branding. Empirical data: Qualitative empirical data was collected through four semi- structured interviews with case corporations: Pantamera, Haglöfs, Gunnarshögs Gård, and Thule. Secondary data was collected through peer-reviewed articles, archival sources and publicly available information such as websites and social media. Conclusion: Theoretical contributions include distinguishing one level of corporate branding from another, what degree of internal and external corporate branding is associated with different levels, and why it is important to identify and define levels of corporate branding. Managerial implications include measuring corporate branding, understanding the current level of corporate branding, and how to become a higher level of corporate branding.