Corporate Brand Management

Table of Contents

• Chapter 1: Concept of the research
• 1.1 Reasons for choice of topic
• 1.2 Research gap
• 1.3 Research objectives
• 1.4 Contribution to discipline knowledge
• 1.5 Structure of the thesis
• Chapter 2: Development of the brand management process
• 2.1 Definition of brand
• 2.2 Theories of brand management
• 2.3 The brand management process
• 2.4 Basic steps in the brand management process
• 2.5 Performance impact of brand management
• Chapter 3: Development of the corporate brand management process
• 3.1 The concept of corporate brand
• 3.2 Creation of corporate brand strategy
• 3.3 Applying the corporate brand to a business model
• 3.4 Positioning the corporate brand toward competitive advantage
• 3.5 Proposal of the extended analytical framework
• Chapter 4: Research methodology
• 4.1 Research strategy
• 4.2 Qualitative research
• 4.3 Qualitative data analysis conclusion
• 4.4 Quantitative research
• 4.5 Results of testing the hypotheses
• Chapter 5: Discussion
• 5.1 Main findings
• 5.2 Implications for research
• 5.3 Application of the corporate brand in the brand management process
• 5.4 Managerial implications

Objectives and Key Themes

This dissertation aims for a conceptual and empirical analysis of the corporate brand management process, focusing on its role in brand management and its importance to key stakeholders (companies and customers). The study investigates three diverse industries: higher education, FMCG, and automotive, comparing and contrasting the dynamics of corporate branding across these sectors.

• The role of the corporate brand in brand management.
• The importance of the corporate brand to companies and customers.
• Key factors influencing corporate brand management.
• The impact of corporate branding on brand equity.
• The application of corporate branding across different industries.

Chapter Summaries

Chapter 1: Concept of the research: This introductory chapter establishes the research's foundation by outlining the reasons for choosing the topic, identifying the existing research gap, defining the research objectives, and detailing the expected contributions to the field of knowledge. It highlights the growing importance of corporate branding in maximizing shareholder value and addresses the lack of comprehensive research integrating corporate brands within the brand management process, particularly across diverse industries. The chapter concludes with a roadmap of the thesis structure.

Chapter 2: Development of the brand management process: This chapter provides a comprehensive overview of the brand management process, starting with defining the concept of a brand itself and exploring various theories of brand management. It examines the different types of values created by brands for owners, customers, and distributors, emphasizing the role of brand equity and the factors contributing to brand strength. The chapter concludes by detailing the basic steps involved in a strategic brand management process, laying the groundwork for the subsequent discussion of corporate brand management.

Chapter 3: Development of the corporate brand management process: This chapter delves into the specific concept of corporate brand management, differentiating it from product branding and examining its related concepts like reputation and corporate identity. It explores the creation of corporate brand strategy, its application to business models, and its role in achieving a competitive advantage. A key contribution of this chapter is the proposal of an extended analytical framework for empirically testing the corporate brand management process, which serves as the basis for the empirical research in the following chapters. This framework encompasses four key stages: Strategy, Implementation, Analysis, and Expansion. Each stage is defined in detailed terms and outlines specific actions that need to be taken to effectively manage the brand. It covers the creation of corporate brand strategy, its application within business models, and the positioning of the corporate brand towards competitive advantage. It also explores how different stakeholders interact and how the communication across these stakeholders should be tailored toward the needs of each group.

Keywords

Corporate brand management, brand management, brand equity, corporate brand, product brand, competitive advantage, stakeholder, customer, manager, FMCG, automotive, higher education, brand positioning, brand architecture, country-of-origin effect, mixed methods research, qualitative research, quantitative research, Poland.

Häufig gestellte Fragen

What is the purpose of the "Inhaltsverzeichnis (Table of Contents)" section?

This section provides a detailed overview of the thesis's structure, outlining the topics covered in each chapter. It allows readers to quickly understand the scope and organization of the research.

What topics are covered in Chapter 1: Concept of the research?

Chapter 1 introduces the research by explaining the reasons for selecting the topic, identifying the research gap, defining the research objectives, and describing the anticipated contributions to the field. It also explains the structure of the thesis.

What is discussed in Chapter 2: Development of the brand management process?

Chapter 2 offers a comprehensive overview of brand management, including the definition of a brand, brand management theories, the brand management process, basic steps in the process, and the performance impact of brand management.

What does Chapter 3: Development of the corporate brand management process focus on?

Chapter 3 examines the concept of corporate brand management, differentiating it from product branding. It explores the creation of corporate brand strategy, its application to business models, and its role in achieving competitive advantage. The chapter also proposes an extended analytical framework for testing the corporate brand management process.

What research methods are described in Chapter 4: Research methodology?

Chapter 4 outlines the research strategy employed, including both qualitative and quantitative research methods. It includes discussion of qualitative data analysis and results of testing the hypotheses.

What is the focus of Chapter 5: Discussion?

Chapter 5 discusses the main findings of the research, implications for future research, application of the corporate brand in the brand management process, and managerial implications.

What are the "Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)" of the dissertation?

The dissertation aims for a conceptual and empirical analysis of the corporate brand management process, with a focus on its role in brand management and its importance to key stakeholders. It investigates the dynamics of corporate branding across higher education, FMCG, and automotive industries.

What are some of the key themes explored in the dissertation?

Key themes include the role of the corporate brand in brand management, the importance of the corporate brand to companies and customers, key factors influencing corporate brand management, the impact of corporate branding on brand equity, and the application of corporate branding across different industries.

What are the "Schlüsselwörter (Keywords)" associated with the dissertation?

Keywords include corporate brand management, brand management, brand equity, corporate brand, product brand, competitive advantage, stakeholder, customer, manager, FMCG, automotive, higher education, brand positioning, brand architecture, country-of-origin effect, mixed methods research, qualitative research, quantitative research, Poland.