Sustainable brand positioning by container shipping firms: Evidence from social media communications

Abstract

This study contributes to shipping research by profiling container shipping lines with respect to their sustainability related brand positioning strategies through their social media communications. Longitudinal content analysis is combined with multiple correspondence analysis (MCA) to map branding strategies of selected lines in relation to the triple bottom line (TBL) dimensions and functional versus emotional sustainability benefits. Results indicate that shipping lines position their brands closer to either economic or environmental sustainability where a win-win focus in the messages is highly prevalent. Social sustainability constitutes a market gap and an opportunity for the sustainability positioning of these brands. Furthermore, despite a few that recognize the potential in emotional benefits, majority of the lines use functional sustainability benefits in brand positioning. Emotional sustainability benefits provide wider opportunities with respect to brand differentiation and effective customer engagement in shipping lines' sustainability initiatives.