Mobile Branding: Strategic engagement on the mobile platform in a contemporary consumer environment

Rasmus Lang

Student thesis: Master thesis


Executive summary: In recent years there has been a clear development in the marketplace and environment in both the devices consumers’ are using and the way they are using them. This has in turn changed the consumer behaviour drastically and especially the mobile has obtained a great importance for the average consumer. Due to the importance of this device as a communication platform and medium, there has arisen new ways in which brands can reach and interact with their consumers. Therefore, this thesis investigates the term mobile branding. Mobile branding in short is defined to be strategic branding on the mobile platform in form of mobile applications, mobile optimised websites or mobile social media on all mobile devices. The study will be conducted from a brand perspective which in turn will put emphasis on the internal factors needed to create a successful mobile branding strategy. An overview of relevant academic literature and market research is presented to lay the foundation for empirical research and conclusions. The empirical research is based on case studies conducted with The Walt Disney Company and TOP-TOY, where the point of view will be mainly Nordic. This research is conducted in order to highlight the significant factors which will have a direct influence on the outcome and support for mobile branding. It was found that mobile as a platform and the term mobile branding per definition is wide and thus difficult to comprehend and obtain a holistic understanding of, if marketers and managers are not to approach this strategically. Therefore, the outcome of this thesis is a continuous strategic mobile branding framework that companies can benefit greatly from utilising in their approach to mobile branding. Further, this framework supports the second finding in the thesis, of the importance of managerial support in the development of mobile branding initiatives. The managerial support was found to be rooted in return on investment metrics with a purely economic perspective. The framework therefore incorporates economic key performance indicators in the development of mobile branding to secure the economic upside and thus the managerial support. This is found to be relevant in many cases however also unobtainable before an actual offering is initiated. Therefore, the framework helps marketers obtain internal managerial support for employing mobile branding. On the basis of the theoretical, market and empirical research, it is the argument that mobile branding should be approached strategically and as an integrated platform to expand and improve consumer reach and brand touch-points.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2014
Number of pages134