Maze of Media : A Multiple Case Study on Brand Message Coordination of Fast-Moving Consumer Goods

Abstract: Technological advancements have initiated the development of a dispersed media landscape, and expanded possibilities for multichannel brand communication. The shift encourages brands in the fast-moving consumer goods (FMCG) industry to establish seamless channel integration, and examine interactions in the stakeholder network. Respectively, this research explores how FMCG companies can coordinate brand messages in the dispersed media landscape. The purpose of this thesis is to conceptualize what the underlying elements are regarding brand message coordination by examining the interdependence of the actors in the network. The study contributes to branding literature by supplementing traditional concepts of branding and multichannel management with service-dominant logic. The empirical research was conducted as a qualitative case study of three low-involvement FMCG brands. The conclusions demonstrate that an extensive and hierarchical stakeholder network can restrict brand message coordination. Furthermore, the stakeholder network should consist of dyadic and dynamic interactions. A focal actor in the network orchestrates brand messages and stakeholder interactions, which facilitates consistent brand communication. Additionally, the conclusions indicate that a change of the brand message might result in a positive outcome and control over the messages is improved when the core of the brand is solid.