Abstract
This executive summary provides an overview of the transformation taking place in the steel industry, where companies are redefining their brand identities to align with global sustainability goals. Traditionally perceived as contributors to environmental problems, steel companies such as voestalpine AG and Tata Steel Ltd. are now being forced to adapt strategically to remain competitive in a changing market landscape. This thesis examines the evolution of B2B brand identities within the steel sector, specifically how these companies can effectively communicate their changing identities to external stakeholders and thereby strengthen their brand image. A significant research gap exists in the exploration of B2B brand identity within the steel industry, particularly in relation to sustainability considerations. While extensive literature exists on B2C brand identity, the dynamics of B2B branding, especially in industrial sectors such as steel, remain understudied. This paper aims to address this gap by investigating the strategies steel companies use to credibly communicate their evolving brand identities. Research questions address the integration of brand identity into organizational structures, the role of internal stakeholders in brand management, and effective communication strategies to enhance external stakeholder perceptions. Through qualitative case analysis of prominent steel companies, supplemented by interviews and secondary data, this study provides valuable insights into brand identity management strategies. One of the key findings of the research is the development of the Steel Brand Personality Scale (SBPS), an innovative tool designed to measure and articulate brand personality traits specific to the steel industry. New dimensions were added to capture the brand's commitment to broader social issues, highlighting responsibility to people, nature and society at large. However, the study acknowledges limitations, such as its focus on only two companies, which may limit the generalizability of the findings. Future research could expand the scope to include more diverse company profiles and geographic locations, thereby increasing the robustness and applicability of the findings. This thesis fills a gap in the academic literature and provides practical tools and strategies for steel companies seeking to enhance their brand image through sustainable practices. The SBPS is a structured framework for assessing and communicating changes in brand identity. The scale's emphasis on ethics marks a shift in how industry stakeholders perceive and value brand personalities in the context of global sustainability challenges.| Date of Award | 2024 |
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| Original language | English |
| Supervisor | Christopher Korntner-Kanitz (Supervisor) |