Corporate Brand Innovation: A master's thesis introducing corporate brand innovation through co-creation

Nicoline Durup

Student thesis: Master thesis


Executive Summary: This thesis takes a focus on corporate brand innovation through co-­‐creation. More specifically, the aim is to shed light on the fact that continuously innovating the corporate brand is as important as continuously renewing and innovating the product portfolio of a company. The thesis departs from a comprehensive analysis of the academic fields of innovation management and corporate branding in order to show the developments of each perspective and how they appear to be crossing paths. It is found that the concept of co-­‐creation stands as an evolving and important value orientation approach to successfully identify and implement innovation opportunities. However, when it comes to renewal of a company’s corporate brand, the co-­‐creation concept is barely taken up. In assessing the argumentation for bringing the field of corporate branding and innovation management together through co-­‐creation, the thesis explores the basis of the co-­‐creation concept as well as its underlying assumptions. The thesis argues that not only do the company and customers represent important co-­‐creation elements; the context of these parties also plays a significant role in relation to value creation. Subsequently, the thesis takes up a critical analysis of on one of the most recognized corporate branding models today, the VCI-­‐model introduced by Mary Jo Hatch and Majken Shultz, in order to investigate how the concept of co-­‐creation can complement this framework. The thesis concludes by putting a new corporate brand innovation framework forward. The framework stresses the importance of enhancing engagement platforms within the company, customer and context spheres to allow for individuals to co-­‐create unique experiences. The concept of co-­‐creation allows for a more dynamic perspective of corporate brand innovation. Through a case study of BWA Yachting, the worldwide leader in marine services to the super yacht industry, the thesis exemplifies the usability of the corporate brand innovation framework. The implementation of the framework illustrates how a more nuanced and dynamic view on corporate branding may help BWA Yachting innovate its corporate brand. In closing, the thesis stresses that to effectively and efficiently managing a corporate brand integrating corporate branding with the innovation field is critical.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2014
Number of pages132