Assertion of Brand Identity and Strategic Use of Frames by North Face and Columbia Sportswear
Presentation Type
Presentation
Release Option
Event
Description
This study sought to investigate if facets of Kepferer’s (2000) brand identity prism were present in Tweets disseminated by North Face and Columbia Sportswear. This study also sought find uses of Hallahan’s (1999) strategic frames, which attempt to contextualize Tweets in ways preferable to the corporations. Previous research delves into the uses of Kepferer’s (1999) brand identity prism as it relates to one brand but does not compare two brands with similar target publics. Prior research on the use of frames on Twitter primarily focuses on social movements, rather than clothing brands. Data was gathered using a systematic random sampling method, considering only Tweets with original words from the brands. The study found a high level of content on both Twitter accounts that fit into Kepferer’s (2000) brand identity prism. Results show an attempt to differentiate brand values, products and socially responsible activities through strategic communication of brand identity. The study also found instances of Hallahan’s (1999) frames when attempting to engage with the target public of the brands, in order to guide consumers into having certain opinions about the disseminated Tweets. This research provides practical applications in public relations for Kepferer’s (2000) brand identity prism and Hallahan’s (1999) strategic frames.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Faculty Mentor
Dr. Lauren Bayliss
Department of Primary Presenter's Major
Department of Communication Arts
Location
Concurrent Sessions (Room 230)
Symposium Year
2022
Assertion of Brand Identity and Strategic Use of Frames by North Face and Columbia Sportswear
Concurrent Sessions (Room 230)
