Paper ist in Englisch +++ Thesis is in English +++
Das Konzept der Nachhaltigkeit wurde vor vielen Jahren in der Disziplin des Marketingmanagements vorgestellt und hat seinen Ursprung in den Bereichen des Öko-Marketings und Umweltmanagements. Während die Konzepte seit den neunziger Jahren an Bedeutung verloren, wurden die Ansätze und die Ideologie vom ganzheitlichen Konzept der Nachhaltigkeit aufgenommen, das heute sowohl die ökologische, soziale als auch ökonomische Perspektive vereint.
Globale Krisen, Wirtschaftsskandale, und durch Unternehmen verursachte Umweltkatastrophen, kombiniert mit der Furcht vor dem Klimawandel und schwindenden Ressourcen, stärkt den Wunsch der Gesellschaft nach verantwortungsvolleren und nachhaltigeren Lösungen.
Die Gesellschaft und die Politik sehen zunehmend Unternehmen in der Verantwortung einen erheblichen Beitrag zur Nachhaltigkeitsentwicklung zu leisten. Gleichzeitig ist es ein Kernziel von Unternehmen Nachhaltigkeitsziele innerhalb der Unternehmung zu verankern, um die Stabilität der Märkte zu fördern und soziale sowie ökologische Probleme zu vermeiden. Eine systematische Nachhaltigkeitsorientierung sowie deren Integration in die Unternehmensmarke kann so zu einem Wettbewerbsvorteil führen, der bereits durch die Wissenschaft aufgezeigt und durch die Praxis bestätigt wurde. Konzeptionelle Ausführungen und empirische Untersuchungen zur effektiven Profilierung von Nachhaltigkeitsmarken sind in der Wissenschaft und Praxis jedoch kaum zu finden, obwohl das Thema aufgrund einer sensibleren und emanzipierteren Gesellschaft an Bedeutung gewinnt.
Die vorliegende Master-Arbeit bietet Unternehmen daher einen systematischen Ansatz zum Aufbau, Management und Kommunikation von Nachhaltigkeitsmarken. Anlehnend an bekannte Konzepte des Markenmanagements werden die Markenidentität und das Markenimage besonders berücksichtigt.
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Der konzeptionellen Ansatz dieser Master-Arbeit hilft dem Top-Management den Aspekt der Nachhaltigkeit strategisch und kontrolliert in die Unternehmensmarke zu integrieren. Der empirische Teil hingegen, unterstützt Brand Manager und Werbeagenturen dabei das Nachhaltigkeitsimage effektiv und glaubwürdig aufzubauen.
Table of Contents
1 Introduction
1.1 The increased attractiveness of sustainability branding in times of uncertainty, globalization and crisis
1.2 Definition of relevant terminology
1.3 Objectives and structure of the work
2 Fundamentals of corporate brand management and corporate sustainability branding
2.1 Characteristics and objectives of corporate brand management
2.2 Building a brand – The concept of identity oriented brand management and corporate brand profiling
2.3 Reasons for the integration of corporate sustainability branding and relevance for the different stakeholder groups
2.4 Integration of sustainability in the corporate brand identity and in the corporate brand profiling
2.4.1 Integration of sustainability in the corporate brand identity
2.4.2 Integration of sustainability in the corporate brand profiling
2.5 Main challenges and risks
3 The use of affective and cognitive elements of communication for the profiling of corporate sustainability brands
3.1 The influence of affective and cognitive communication measures on the recipient
3.2 Relevance of affective and cognitive measures for corporate sustainability branding and profiling
3.3 Affective and cognitive instruments and persuasion strategies of sustainability profiling
3.4 Investigation of the effect of affective versus cognitive stimuli on the profiling of corporate sustainability
3.4.1 Hypotheses and research questions
3.4.2 Method
3.4.3 Results
4 Conclusion and implications
4.1 Conclusion and acknowledgment of empirical results
4.2 Implication for practice
4.3 Outlook and further research
Research Objectives and Core Themes
This master thesis investigates how corporations can effectively anchor sustainability within their brand management. The primary research question centers on whether affective (emotional) or cognitive (functional) communication elements are better suited to establish a credible sustainability brand image and enhance corporate reputation.
- Integration of sustainability into identity-oriented corporate brand management.
- Evaluation of affective versus cognitive persuasion strategies in sustainability advertisements.
- Analysis of stakeholder perception regarding sustainability-oriented brand profiling.
- Methodological examination of advertising impact using experimental design and ANOVA analysis.
- Strategic recommendations for aligning corporate brand identity with sustainable market positioning.
Excerpt from the Book
2.4 Integration of sustainability in the corporate brand identity and in the corporate brand profiling
A brand is the first face between the public and the corporation and is therefore the easiest target or scapegoat for corporate misbehavior (Fan 2005, pp. 342 ff.). Nevertheless, it is most often not the brand that is responsible for the wrongdoing, but the corporate policy, which is responsible for the unfulfilled promises. In the past, several companies had to feel the negative effects that inconsistencies between promises and actual behavior have on the brand image, especially in the case of unsubstantiated ethical or social claims (Meffert, & Lepp 2009; Jahdi, & Acikdilli 2009, p. 103; Corpwatch 2012b; Greenpeace 2011).
Social, ecological or ethical brand promises are often difficult to verify by the stakeholders so that corporations have the obligation to prove their performance through transparency and integrity (Schrader 2008, p. 151; Lunau 2003, pp. 29 f.). For this reason, it is crucial that the dimension of sustainability is not only used as a brand attribute in order to create a new kind of corporate PR (Fan 2005, p. 346). Furthermore, it is hardly possible to implement sustainability as a dimension in only one isolated brand or brand segment of the brand portfolio; it rather has to be considered within the whole brand architecture.
Summary of Chapters
1 Introduction: Provides an overview of the growing importance of sustainability in branding, defines core terminology, and outlines the research structure.
2 Fundamentals of corporate brand management and corporate sustainability branding: Discusses identity-oriented brand management and how sustainability can be strategically integrated into corporate identity and profiling.
3 The use of affective and cognitive elements of communication for the profiling of corporate sustainability brands: Examines theoretical perspectives on affective and cognitive communication and details an empirical study testing advertising stimuli.
4 Conclusion and implications: Summarizes the key research findings, provides actionable advice for managers, and suggests avenues for future research.
Key Keywords
Corporate sustainability branding, Brand management, Identity-oriented branding, Brand profiling, Affective communication, Cognitive communication, Stakeholder management, Sustainability reporting, Triple-Bottom-Line, Consumer perception, Advertising strategy, Corporate reputation, Brand identity, Greenwashing, Sustainability marketing.
Frequently Asked Questions
What is the core focus of this thesis?
The work examines how corporations can integrate sustainability into their branding to build a credible image, specifically analyzing how different communication strategies impact stakeholder perception.
What are the primary themes discussed?
Key themes include identity-oriented brand management, the integration of sustainability as a strategic dimension, and the role of affective versus cognitive persuasion in advertising.
What is the main research objective?
The primary objective is to determine whether emotional or functional communication elements are more effective at establishing a credible corporate sustainability brand image.
Which scientific methodology is employed?
The research uses a dual approach: a conceptual elaboration of sustainability branding followed by an empirical online experiment with three test groups comparing different advertising stimuli.
What does the main part of the thesis cover?
The main part analyzes the integration of sustainability within corporate brand identity and profiling, reviews communication theories, and presents the results of an experimental study.
Which keywords best characterize this work?
Core keywords include Corporate sustainability, Brand management, Brand profiling, Affective and cognitive stimuli, and Stakeholder trust.
Why are affective elements sometimes considered risky in sustainability branding?
The thesis notes that excessive use of emotions can be perceived as manipulative or misleading, potentially harming the credibility of the brand if not balanced with rational evidence.
How does the empirical part contribute to the understanding of sustainability branding?
The empirical study provides evidence that a combination of emotional and informative elements is generally better suited to convey a credible image than using only one of the two strategies exclusively.
- Quote paper
- Tobias Rappers (Author), 2012, Sustainability as a new dimension of brand management - An investigation with regard to affective and cognitive dimensions of profiling, Munich, GRIN Verlag, https://www.grin.com/document/202731
