Online brand identity management - a case study

Abstract

The thesis discusses brand identity management challenges posed to organisations. The standpoint is the resource-based view of strategic management.

The research problem studied was the support of an online brand identity management system to brand identity management as an organisational function.

According to the resource-based view, the resources a firm possesses can be divided into tangible and intangible ones. Especially the intangible ones have the potential to create sustained competitive advantage as long as the firm possesses skills to turn the assets into capabilities. This view was connected to brand identity management. Brand identity consists of verbal, visual and other elements designed to communicate specified, unique and coherent messages of a given brand towards its various stakeholders. The management of a brand identity is a distinctive process especially in organisations producing branded goods or services for consumers.

A longitudinal, embedded case study method was chosen to explore the related items in a case company which adopted an online identity management system. The approach was qualitative. Research data included thematic in-depth interviews and document analysis. The study is explorative in nature.

Key findings indicate that an online brand identity management system markedly enhances possibilities for knowledge accumulation and sharing. In addition, a system supports brand identity managers in their duties in various ways, and may also introduce savings in terms of time and asset management costs. In global businesses, a system also makes access to information location and time independent.