Corporate search and avoidance of the spotlight: The influence of branding strategies after corporate issues
Author
Nasir Yalda, Katrena
Term
4. term
Publication year
2019
Submitted on
2019-06-03
Pages
73
Abstract
This thesis examines how companies can build and protect customer-based brand equity when facing reputation-challenging issues. Using Nike and Nestlé as case studies, it explores American consumers’ perceptions of the two brands and the impact of their differing approaches to handling public criticism and corporate issues. The study combines the Customer-Based Brand Equity framework with Cause Related Marketing and Issues Management to assess whether these strategies can strengthen brand relationships. Based on a qualitative research design focused on U.S. consumers, it also contrasts branding architectures: Nike’s monolithic branding, where corporate and product brands are closely linked, versus Nestlé’s endorsed branding, where the corporate brand may not be prominent on products. Findings indicate that both brands have built strong brand equity, though through different paths; overall perceptions of Nike are more favorable than of Nestlé, as past issues have had a greater negative impact on Nestlé’s brand. The analysis concludes that both Cause Related Marketing and Issues Management can add value to customer-based brand equity, with effectiveness shaped by branding strategy and the salience of the issue.
Denne afhandling undersøger, hvordan virksomheder kan opbygge og beskytte kundebaseret brandequity, når de står over for omdømmemæssige udfordringer. Med udgangspunkt i to cases – Nike og Nestlé – belyses amerikanske forbrugeres opfattelser af de to mærker og effekten af virksomhedernes forskellige måder at håndtere kritik og sager i offentligheden. Teoretisk kombinerer studiet Customer-Based Brand Equity med Cause Related Marketing og Issues Management for at vurdere, om disse tilgange kan bidrage til stærkere brandrelationer. Afhandlingen bygger på et kvalitativt design med fokus på amerikanske forbrugere og sammenligner samtidig brandingarkitektur: Nikes monolitiske branding, hvor virksomheds- og produktbrand er tæt forbundet, over for Nestlés endorsed branding, hvor koncernbrandet ikke altid er synligt på produktniveau. Resultaterne indikerer, at begge brands har opbygget stærk brandequity, men på forskellige måder; den overordnede amerikanske forbrugeropfattelse af Nike er mere positiv end af Nestlé, bl.a. fordi tidligere sager har haft større negativ effekt på Nestlés brand. Endelig peger analysen på, at både Cause Related Marketing og Issues Management kan tilføre værdi i opbygningen af kundebaseret brandequity, om end effekten afhænger af brandingstrategi og sagens karakter.
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