HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Can companies gain competitive advantage through corporate brand management ? The case for two companies in retail

Tilen, Alicia ULiège
Promotor(s) : Ghilissen, Michael ULiège
Date of defense : 23-Jun-2016/28-Jun-2016 • Permalink :
Title : Can companies gain competitive advantage through corporate brand management ? The case for two companies in retail
Author : Tilen, Alicia ULiège
Date of defense  : 23-Jun-2016/28-Jun-2016
Advisor(s) : Ghilissen, Michael ULiège
Committee's member(s) : Gruslin, Claire ULiège
Tondeur, Jean ULiège
Language : English
Number of pages : 142
Keywords : [en] Corporate Brand Management, Strategy, Retail, Brand.
Discipline(s) : Business & economic sciences > Marketing
Target public : Researchers
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing and Strategic Intelligence
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Nowadays, most industries are facing new challenges that are due to the high level of competition resulting from new technologies and globalization. Firms have to develop new business models, new patents or new marketing strategies to survive and keep a strong position on the market. Moreover, creating a competitive advantage demands very specific resources and capabilities, in order to enable a firm to differentiate itself from its competitors and thus sustain a robust position in the market. How can it be explained that more than 60% of Coca-Cola’s capitalisation value is attributable to the worth of the company brand?
This research aimed to understand if selling a corporation as a brand could be considered as a specific resource that would allow companies to create customers’ preference, long-term revenues as well as employees’ retention. After reviewing if a corporate brand could be considered as a valuable resource for companies, the research focused on elements that contribute to the successful management of a corporate brand in retail. Through a qualitative research, two retail companies were studied in order to determine which different elements contribute to make the brand of a firm specific. The two companies analysed were chosen in the “Best Retail Brand” published by Interbrand so as to study retail companies that have developed a coherent strategy over time. The results and findings of this research prove that the management of a corporate brand has to include different stakeholders as well as many different departments. Thanks to the existing literature and the key findings, a framework which helps to identify key elements as well as to measure the brand in retail was developed.



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  • Tilen, Alicia ULiège Université de Liège > Master sc. gest., fin. spéc. mark. & strat. inte (ex 2e ma.)


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