Ways and Importance of Handling Corporate Brand Identity with the focus on Scania Corporation

Abstract: Having studied the literature on the issue of corporate brand identity our group found different points of view towards it and its components. The major ideas discussed in all the sources studied are the corporate brand identity, corporate brand personality, corporate brand reputation and corporate brand image. But the interconnections of those and the possible ways to influence them differ from source to source. As a result, our group managed to create a cumulative model of the structure of corporate brand identity and the factors that influence it as a whole and its components separately, basing on the idea of logical clearness and overall simplicity. After that our intention was to test the relevance of our model and we needed an example of a successful company with a strong corporate brand that has recently started dealing with the issues of maintaining and strengthening its corporate brand identity, due to the fact that we assumed the information to be rather “fresh” and interesting to analyze. Scania turned out to be a perfect example. Taking advantage of the qualitative research method, accompanied by the case study approach, we have conducted interviews with the Scania officials, using a semi-structured type of interviews in order to get a broader and more detailed view of the situation. As a result of the analysis of the data gathered we tested our theoretical model and brought up a real-life model of Scania’s corporate brand identity and the factors influencing it, which can be generalized for any single-branded corporation. Our model proved to be correct at its core with only a few differences from the Scania model.