Identitätsbasierte Markenführung

Purpose, Strategy and Activism: An Exploratory Inquiry into the Strategic Construct of Purpose-driven Brands within For-Profit Corporations.

“…Hatch and Schultz (1997) are also stressing the concept of organisational culture to be significant in creating a corporate identity (and derive a brand identity) and describe the culture, therefore, as having substantial influence on the image created with the outside world. This is increasingly reality in practice, as the inside versus outside perspective is weakening and vanishing in strategy (Burmann et al, 2018;Burmann et al, 2009;Meffert et al, 2014;Meffert et al, 2019). This is due to the increased transparency, and the decrease of information split between in-and outside of an organisation; notably accelerated in the years of the 2000s with the introduction of mobile internet, social platforms and networks (Etter et al, 2019).…”

“…However, Aaker's and Joachimsthaler's (2000) brand identity model is not the only one developed in the recent evolvement of brand identity as a theoretical construct at the core of brand strategy. Although, in its constitutional foundations comparable with the other brand identity approaches, there has been critique from other scholars, foremost from Kapferer (2015), de Chernatony (2010) and Burmann (2018). They agree on parts of all identity concepts, more precisely, that the company, or organisation, as the owner of the brand, is the ignitor of its strategy.…”

“…The objective of the creation of such a brand image is to foster a loyal relationship between the brand and its consumer. This systemic foundation has been studied in-depth by several scholars, and its mechanism is accepted broadly (Burmann et al, 2018;Burmann et al, 2009;Christodoulides & de Chernatony, 2010;de Chernatony, 1999;de Chernatony & Riley, 1998;De Chernatony et al, 2011;Kapferer, 2008Kapferer, , 2015Meffert et al, 2014;Meffert et al, 2019;Suvatjis & de Chernatony, 2005).…”

“…However, again, there is no explicit mention of purpose, or higher-order purpose, in the construction of a brand or the implementation of such a purpose within a brand strategy. Burmann et al (2018); Burmann et al (2009) critique the 'Brand Leadership model' for being narrowly focussed on brand identity, which they refer to, as a too simplistic "inside-out view", while leaving the brand image, its measurement and reverse influence on the brand itself aside, which they refer to as a necessary "outside-in view" (Burmann et al 2009). They acknowledge that Kapferer's (2015) and de Chernatony's (2010) models and perspectives provide this combination, as they consider both views.…”

“…As such, both views are foundational when managing a brand. Kapferer's (2015) argument is supported by Burmann et al (2018), who clearly outline, that "Before projecting an image to the public, we must know exactly what we want to project" (p. 151). However, Burmann et al (2018) assert, that also the competence-based-view of the firm is foundational to define a brand's identity, the consumer or potential target segment's needs and beliefs need to be considered.…”