Branding Health Ingredients : Strategic Management of Biobrands in International Context
Siivari, Elina (2018)
Siivari, Elina
Tampereen ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805178612
https://urn.fi/URN:NBN:fi:amk-201805178612
Tiivistelmä
The aim of this thesis was to construct a theoretical framework for strategic brand management of health ingredient brands in international context. The purpose of this thesis was to provide insights to strategic brand management in field of health ingredients, and help the commissioner and other companies in the business sector in drafting brand strategies in varying organizational and international contexts, managing their ingredient and corporate brands, building brand equity, and protecting their intellectual property. The main outcome of this thesis was a brand management strategy for the commissioner.
The theoretical framework for the thesis was gathered through exploratory literature review. Further analysis was conducted by synthesizing general theory and industry-specific data. The theoretical section explores theory of Ingredient Branding, Corporate branding, branding in business-to-business context and their international implications. The empirical part consists of analysis of in-depth interviews conducted among commissioners’ clients and situational analysis. The data was collected from eight cosmetic and food manufacturers. Evaluation of different strategic options was based on theoretical framework, empirical findings, and situational analysis. Brand management strategy was drafted based on the analysis.
In international context, companies need to choose whether to drive global convergence or local divergence in terms of their brand strategies. Brand policies and strategies should be aligned with organizational structure and overall business and corporate strategies. Strategies should promote integrity and consistency of brands, especially in Business-to- Business sector, which emphasizes relationships and corporate brands. Empirical finding supported idea of corporate brands at the core of commissioners’ brand management strategy. In SMEs, limited resources restrain execution of multilevel branding strategies, but findings indicate SMEs can clearly benefit from strategic brand management and use brands to build sustainable competitive advantage in international markets.
The theoretical framework for the thesis was gathered through exploratory literature review. Further analysis was conducted by synthesizing general theory and industry-specific data. The theoretical section explores theory of Ingredient Branding, Corporate branding, branding in business-to-business context and their international implications. The empirical part consists of analysis of in-depth interviews conducted among commissioners’ clients and situational analysis. The data was collected from eight cosmetic and food manufacturers. Evaluation of different strategic options was based on theoretical framework, empirical findings, and situational analysis. Brand management strategy was drafted based on the analysis.
In international context, companies need to choose whether to drive global convergence or local divergence in terms of their brand strategies. Brand policies and strategies should be aligned with organizational structure and overall business and corporate strategies. Strategies should promote integrity and consistency of brands, especially in Business-to- Business sector, which emphasizes relationships and corporate brands. Empirical finding supported idea of corporate brands at the core of commissioners’ brand management strategy. In SMEs, limited resources restrain execution of multilevel branding strategies, but findings indicate SMEs can clearly benefit from strategic brand management and use brands to build sustainable competitive advantage in international markets.