Building a brand identity

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Table of contents

1. Introduction
1.1 Background
1.2 Problem Discussion
1.3 Research question
1.4 Purpose
1.5 Delimitations
1.6 Key concepts and definitions
1.7 Disposition
2. Theoretical framework
2.1 Brand management in SMEs
2.1.1 Building a brand identity
2.1.2 Corporate branding amongst SMEs
2.1.3 Developing a brand strategy
2.2 Central benefits with brand management
2.2.1 Corporate reputation
2.2.2 Legitimacy
2.3 Network relations
2.3.1 How the central benefits can establish network relations
2.4 Research model
3. Methodology
3.1 Research method
3.1.1 Abductive approach
3.1.2 Qualitative method
3.1.3 Case study design
3.1.4 Qualitative interviews
3.2 Literature research
3.3 Data collection
3.3.1 Operationalization
3.3.2 Company Selection
3.3.3 Selection of Respondents
3.4 Data analysis
3.6 Generalization
3.5 Criticism of the Sources
3.7 Validity and Reliability
3.7.1 Validity
3.7.2 Reliability
3.8 Ethical Considerations
4. Empirical findings
4.1 Alpha
4.1.1 How brand management is conducted in Alpha
4.1.2 How brand management affects corporate reputation and legitimacy
4.1.3 How the three constructs can establish network relations
4.2 Beta
4.2.1 How brand management is conducted in Beta
4.2.2 How brand management affects corporate reputation and legitimacy
4.2.3 How the three constructs can establish network relations
4.3 Charlie
4.3.1 How brand management is conducted in Charlie
4.3.2 How brand management affects corporate reputation and legitimacy
4.3.3 How the three constructs can establish network relations
4.4 Delta
4.4.1 How brand management is conducted in Delta
4.4.2 How brand management affects corporate reputation and legitimacy
4.4.3 How the three constructs can establish network relations
4.5 Echo
4.5.1 How brand management is conducted in Echo
4.5.2 How brand management affects corporate reputation and legitimacy
4.5.3 How the three constructs can establish network relations
4.6 Foxtrot
4.6.1 How brand management is conducted in Foxtrot
4.6.2 How brand management affects corporate reputation and legitimacy
4.6.3 How the three constructs can establish network relations
5. Analysis and discussion
5.1 Brand management in SMEs
5.1.1 SME Brand orientation and resource limitations
5.1.2 SME Brand management areas and activities
5.1.3 Brand management approach among SMEs
5.2 Central benefits with brand management
5.2.1 Corporate reputation
5.2.2 Legitimacy
5.3 How the central benefits can establish network relations
5.4 Developing the current framework
5.4.1 The relationship between the key concepts
5.4.2 Differences regarding how SMEs work with brand management
6. Conclusions
6.1 Findings and conclusions
6.2 Theoretical implications
6.3 Practical guidelines
6.4 Limitations
6.5 Recommendations for future studies
References
Appendices