How companies communicate their brand identity online : A quantitative study on Swedish and French companies

The purpose of this Bachelor’s Thesis Project in Business Administration is to investigate how companies communicate their company brand identity online. The writing of this paper has been motivated by a lack of researches regarding the companies’ dimension in term of identity communication and the brand identity promotion process online. This paper is based on a quantitative research on companies from French and Swedish. The research question is formulated as follows: How companies communicate their brand identity online through virtual media? In order to investigate the companies, a questionnaire was implemented and shared by an emailing process. This questionnaire, following a quantitative approach, has been constructed by combining several theories about the branding process, the brand identity concept, its keys concepts and also the online business landscape since the development of the Internet. According to our analysis, companies mainly share their brand identity online through two main vehicles, Website and Facebook. These media are the ones mainly used to share the three identity dimensions and to support the tools to communicate this company brand identity communication. By this analysis, deeper knowledge was created in order to provide useful data for future analysis