CBS International Business School
Master Term Paper
DHL Branding Through an Identity-Based Branding Approach
Last Name, First Name: Kimiti Samuel Kiruma
Student Number: 2205197
Program: M.A. International Business
Course: Service Brand & Management
Semester: Winter Semester 2025
Lecturer: Prof. Dr. Rembert Horstmann
Date of submission: 8.01.2026
1
, Table of Contents
1 Introduction ..............................................................................................................................3
2 Theoretical Foundation .............................................................................................................4
2.1 Service Branding and the role of experience .......................................................................4
2.2 Identity-base branding approach .........................................................................................4
2.3 Internal Branding and employee behavior ...........................................................................5
2.4 Purpose, sustainability and Credibility Risks ......................................................................5
3 DHL Branding through an Identity-Based Lens ......................................................................6
3.1 Brand identity and Brand Promise ......................................................................................6
3.2 Service Systems and Touchpoints .......................................................................................6
4 Diagnosing Identity-Image Gaps in DHL’s Branding ..............................................................7
4.1 Identity-image gaps in DHL branding .................................................................................7
4.2 Sustainability Credibility and stakeholder evaluation ..........................................................7
4.3 Recommendations for DHL brand management..................................................................9
5 Conclusion .................................................................................................................................9
6 References ............................................................................................................................... 10
7 Affidavit ................................................................................................................................... 11
2
Master Term Paper
DHL Branding Through an Identity-Based Branding Approach
Last Name, First Name: Kimiti Samuel Kiruma
Student Number: 2205197
Program: M.A. International Business
Course: Service Brand & Management
Semester: Winter Semester 2025
Lecturer: Prof. Dr. Rembert Horstmann
Date of submission: 8.01.2026
1
, Table of Contents
1 Introduction ..............................................................................................................................3
2 Theoretical Foundation .............................................................................................................4
2.1 Service Branding and the role of experience .......................................................................4
2.2 Identity-base branding approach .........................................................................................4
2.3 Internal Branding and employee behavior ...........................................................................5
2.4 Purpose, sustainability and Credibility Risks ......................................................................5
3 DHL Branding through an Identity-Based Lens ......................................................................6
3.1 Brand identity and Brand Promise ......................................................................................6
3.2 Service Systems and Touchpoints .......................................................................................6
4 Diagnosing Identity-Image Gaps in DHL’s Branding ..............................................................7
4.1 Identity-image gaps in DHL branding .................................................................................7
4.2 Sustainability Credibility and stakeholder evaluation ..........................................................7
4.3 Recommendations for DHL brand management..................................................................9
5 Conclusion .................................................................................................................................9
6 References ............................................................................................................................... 10
7 Affidavit ................................................................................................................................... 11
2
