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Stefania Biotti Og Anne Charlott COPENHAGEN BUSINESS SCHOOL 2009 Department of Marketing Master’s Thesis 27 October 2009 Corporate and Cultural branding: Can these theories be combined to create a beneficial platform to be us ed by companies operating gloca lly? The Carlsberg Group as a case. Written by: ------------------------------------------------------ ------------------------------------------------------ Stefania Biotti Anne Charlotte Juel Bendtsen MSc. in Strategic Market Creation MSc. in Strategic Market Creation Supervisor: External Examiner: Mads Mordshorst TABLE OF CONTENTS EXECUTIVE SUMMARY...................................................................................................................... 5 CHAPTER ONE ...................................................................................................................................... 7 INTRODUCTION ................................................................................................................................ 8 PROBLEM FORMULATION & RESEARCH QUESTION ...................................................................... 10 STRUCTURE ..................................................................................................................................... 13 DELIMITATIONS .............................................................................................................................. 17 CHAPTER TWO ................................................................................................................................... 19 METHODOLOGY .............................................................................................................................. 20 RESEARCH PHILOSOPHY ............................................................................................................. 20 RESEARCH APPROACHES ............................................................................................................ 22 RESEARCH PURPOSE ................................................................................................................... 23 RESEARCH STRATEGY .................................................................................................................. 23 DATA COLLECTION ...................................................................................................................... 24 Methods choices .................................................................................................................... 25 Sampling ................................................................................................................................. 26 Data collection methods ........................................................................................................ 29 CHAPTER THREE ................................................................................................................................. 35 LITERATURE REVIEW ...................................................................................................................... 36 1 | P a g e LIVING IN A GLOBALIZED WORLD ............................................................................................... 36 A QUEST FOR A BALANCE BETWEEN GLOBALIZATION AND ADAPTATION ................................ 39 GLOCALIZATION AND BRANDING ............................................................................................... 41 A FOCUS ON CORPORATE AND CULTURAL BRANDING IN LIGHT OF GLOCALIZATION .............. 43 Introducing corporate branding ............................................................................................ 44 Introducing cultural branding ................................................................................................ 49 Confronting corporate and cultural branding........................................................................ 54 A discussion of corporate branding versus cultural branding ............................................... 57 CHAPTER FOUR .................................................................................................................................. 59 INDUSTRY AND MARKET ANALYSIS ................................................................................................ 60 THE BEER INDUSTRY ................................................................................................................... 60 Internationalization activities ................................................................................................ 60 A move towards consolidation .............................................................................................. 61 Trends in the beer industry .................................................................................................... 64 Drivers of beer consumption ................................................................................................. 65 THE CARLSBERG GROUP ............................................................................................................. 65 Company history .................................................................................................................... 66 Markets and brand portfolio .................................................................................................. 68 Perspectives on the company strategy .................................................................................. 69 CHAPTER FIVE ..................................................................................................................................... 78 2 | P a g e DISCUSSION AND IMPLICATIONS ................................................................................................... 79 A COMPANY SPLIT BETWEEN THE FORCES OF GLOBALIZATION AND LOCALIZATION ............... 79 WHAT ASPECTS OF THE BRANDING THEORIES IS CARLSBERG ALREADY WORKING WITH? ...... 82 Strategizing on the Carlsberg Group brand ........................................................................... 82 Strategizing on the product brands: A special focus on Carlsberg, Tuborg and Holsten. ..... 89 Analysis and discussion on the product brands ..................................................................... 97 A CRITICAL LOOK AT BOTH CASE COMPANY AND BRANDING THEORIES .................................. 99 CHAPTER SIX ..................................................................................................................................... 105 CONCLUSION ................................................................................................................................ 106 SUGGESTIONS FOR FURTHER RESEARCH ..................................................................................... 109 REFERENCE LIST & APPENDICES ....................................................................................................... 111 REFERENCES ................................................................................................................................. 112 ARTICLES ................................................................................................................................... 112 BOOKS ....................................................................................................................................... 115 CONFERENCES........................................................................................................................... 117 CASE COMPANY ........................................................................................................................ 117 WEB-PAGES ............................................................................................................................... 117 APPENDICES .................................................................................................................................. 119 APPENDIX 1 ............................................................................................................................... 119 3 | P a g e APPENDIX 2 ............................................................................................................................... 122 APPENDIX 3 ............................................................................................................................... 134 APPENDIX 4 ............................................................................................................................... 135 APPENDIX 5 ............................................................................................................................... 135 APPENDIX 6 ............................................................................................................................... 136 APPENDIX 7 ............................................................................................................................... 136 APPENDIX 8 ............................................................................................................................... 137 APPENDIX 9 ............................................................................................................................... 137 APPENDIX 10 ............................................................................................................................. 138 APPENDIX 11 ............................................................................................................................. 138 APPENDIX 12 ............................................................................................................................
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