Essays about: "internal branding thesis"

Showing result 21 - 25 of 42 essays containing the words internal branding thesis.

1. 21. Lost in translation - The Multinational Corporation’s Corporate Branding Struggle

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Erika Fredriksson; Jennifer Annvik; [2015]
   Keywords : Corporate Brand; Multinational Corporation; National Culture; Intrum Justitia and The Corporate Brand Identity Matrix; Business and Economics;

   Abstract : Purpose The purpose of this thesis is to investigate what impact a multinational corporation’s diverse national cultures has on the corporate branding process, in order to further develop practices and theories pertaining to the management of corporate brands. Methodology A qualitative approach with an explorative nature, applied to a single case study with embedded units using pattern matching in the analysis of secondary data, and cross-case synthesis in the analysis of primary data. READ MORE

3. 22. The Brand Building Balancing Act : A study into the internal conflicts and processes of building brand image.

   University essay from Högskolan i Borås/Institutionen Textilhögskolan

   Author : VICTORIA WOLF; MARIE SVENSSON; [2014]
   Keywords : brand image; conflicts; the value chain; brand building;

   Abstract : Background: Based on our professional experience supported by evidence from current brand literature, we have identified an on-going struggle for fashion brands when building and communicating brand image internally. Branding is about adding value and which is directly connected to the product itself. READ MORE

4. 23. The Search for Professional Identification - An interpretive case study examining identity work at a consulting firm.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nathalie Zukowski; Therese Mattisson; Max Henrikson; [2014]
   Keywords : Employer branding; identity; identification; internal branding and organisational culture.; Business and Economics;

   Abstract : This thesis purpose is to examine what impact employer branding and organisational culture has on individual’s identity construction from a socially constructed view. We have used a qualitative research method based on an anti-positivistic epistemology and a socially constructed ontological perspective. READ MORE

5. 24. Drug Cartels and Apartheid: Critical Study of Nation Branding in Developing Countries Burdened by Stigmatizations

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alessio Stringari; Karla Estefania Luz Oliva; [2014]
   Keywords : Nation brand; nation branding; developing countries; semiotics; lexical semantic; critical theory.; Business and Economics;

   Abstract : Nation branding is gaining increasing importance between both scholars and practitioners. Although, research in this field seems to focus mainly on developed economies, developing countries are affected by a “label effect” of being categorized as ‘developing’ which generates tacit social stigmatizations. READ MORE

6. 25. Describing the relationship between Employer Attractiveness and Internal Brand Equity : A quantitative single cross-sectional study

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Peter Arrehag; Sofia Persson; [2014]
   Keywords : Employer attractiveness; EmpAt; internal brand equity; IBE; employer branding;

   Abstract : Background: Differentiation towards one’s competitors is crucial. Brand can symbolize competitive advantages through intangible assets, though the focus in both companies and academia has largely been on adding intangible values to products. To large extent employees has not been consider as an aspects that could add value, i.e. READ MORE