Illustrating Complexity in the Brand Management of Family Firms

Birgit Felden (), Philipp Fischer (), Michael Graffius () and Laura Marwede ()
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Birgit Felden: Institute for Entrepreneurship, Mittelstand and Family Firms (EMF-Institute) at Berlin School of Economics and Law (BSEL)
Philipp Fischer: Berlin School of Economics and Law (BSEL)
Michael Graffius: Institute for Entrepreneurship, Mittelstand and Family Firms (EMF-Institute) at Berlin School of Economics and Law (BSEL)
Laura Marwede: Institute for Entrepreneurship, Mittelstand and Family Firms (EMF-Institute) at Berlin School of Economics and Law (BSEL)

A chapter in Complexity in Entrepreneurship, Innovation and Technology Research, 2016, pp 219-244 from Springer

Abstract: Abstract Family firms form the majority of enterprises in almost all national economies. While public corporations consist of the two components ownership and business, family firms have a third component: the family. In the past, brand management and family firms have been seen as two separate fields of research. This empirical study focuses on brand management of family firms, which can be seen as a complex interdisciplinary field of research. Taking the complexity into account, a model based on the brand identity model of Burmann, Halaszovich, and Hemmann (Identitätsbasierte Markenführung. Springer-Gabler, 2012) and qualitative interviews that were conducted with German family firm managers, is developed. This model, the so-called “markencloud”, categorizes the different aspects of brand management in family firms and gives family firm owners additional hands-on information on their company’s brand. The “markencloud” does not only illustrate complexity from a scientific point of view, it also works as a practitioners’ tool to support a family firm’s brand management.

Keywords: Brand identity; Brand image; Brand management; Entrepreneurial family; Family firm (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-27108-8_11

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