Closing the GAPS

Abstract: Title: CLOSING THE G A P S: Detecting misalignments between the corporate brand identity and brand image of Volvo Cars and Volkswagen within the German and Swedish markets Date of the Seminar: 02.06.2023 Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master Level Supervisor: Ulf Elg Word count: 31033 Keywords: brand image, brand perceptions, brand identity, consumer, national markets, foreign markets, brand image, brand identity, gap, misalignments, corporate brand Thesis purpose: The purpose of this study was to investigate the phenomenon of brand identity and its relationship to brand image, with a focus on identifying misalignments of consumer perceptions on two national markets. The goal was to determine if the brand identity is communicated and aligned with the brand image in a local and foreign brand perspective, and what consequences it might bring on a corporate brand. Methodology: By adopting a social constructionist perspective and employing qualitative abductive research methods, our study integrated theoretical frameworks and empirical findings to illuminate consumer perceptions within the automotive industry. Empirical data: For our primary data, we conducted four in-depth focus group interviews with four participants each. The participants were from the two markets, Germany and Sweden, that were investigated and belonged either to the group of graduates or the group of post graduates. Our secondary data was obtained from the case companies websites and other relevant reports. Findings/conclusions: Misalignments have been found for both companies in each market. More misalignments have been found in the foreign market in comparison to the national market. It can be said that the country of origin influenced the 16 respondents’ opinion. The biggest misalignments could be detected in the personal value of Volvo while for Volkswagen the sustainability aspect was highly criticized. Practical implications: Practical implications for both case companies could be detected and were pointed out. The detected misalignments can be turned into practical actions. The theoretical framework of this thesis can be used for other companies to detect their possible misalignments.