An Assessment of The Challenges of Brand Consistency

Bastian Rahbæk Grostøl & Nikolaj Skovsted Kristensen

Student thesis: Master thesis


Brand consistency is essential in creating and maintaining a strong brand. However, brand consistency has never been harder to achieve. Co-creation and the digital landscape have made the construction of brands more complex than ever, hence challenging the management of brands. Current literature within brand management primarily focuses on the relations between brands and consumers. A new field within the literature nuances this perspective by proposing that researchers should consider brands as social processes entailing multiple stakeholders. This study places itself within this literary field and contributes to the current theory by studying how the digital landscape and multiple stakeholders challenge brand consistency. The Danish hearing aid company Widex is used as a case example and insights into its brand contributes to theoretical and practical findings. The thesis finds that digital platforms and stakeholders challenge brand consistency in more than one way. First of all, the digital space offers companies many new marketing opportunities, but at the same time, it complicates, restricts and controls the digital marketing efforts in many ways. Second of all, multiple stakeholders mean that the brand-building process must include and involve stakeholders with different interpretations and needs which companies have to cater to. Consequently, companies need to develop versatile brands that are able to manoeuvre in the complex market. This entails a brand that has a consistent core identity, but simultaneously is able to adapt and stay relevant according to the context. The thesis finds that two key words in achieving brand versatility are involvement and transparency. For a brand to stay consistent and relevant at the same time, stakeholders need to be involved and informed. Furthermore, a company needs to understand all aspects of the different contexts it communicate within. Then, the company needs to adapt its brand story accordingly in order to fit within the context in question.

EducationsMaster of Business, Language and Culture, Intercultural Management, (Graduate Programme) Final Thesis
Publication date2018
Number of pages106