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Illustrating Complexity in the Brand Management of Family Firms

  • Birgit FeldenEmail author
  • Philipp Fischer
  • Michael Graffius
  • Laura Marwede
Chapter
Part of the FGF Studies in Small Business and Entrepreneurship book series (FGFS)

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 

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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Birgit Felden
    • 1
    Email author
  • Philipp Fischer
    • 2
  • Michael Graffius
    • 1
  • Laura Marwede
    • 1
  1. 1.Institute for Entrepreneurship, Mittelstand and Family Firms (EMF-Institute) at Berlin School of Economics and Law (BSEL)BerlinGermany
  2. 2.Berlin School of Economics and Law (BSEL)BerlinGermany

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