Essays about: "Brand-Oriented Leadership"

Found 2 essays containing the words Brand-Oriented Leadership.

1. 1. Leadership and Brand Alignment

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Louise Hesseborn; Hampus Harrysson; Isabell Weber; [2019]
   Keywords : Visibility; Brand Identity; Leadership Theory; Brand Orientation; Brand-Oriented Leadership; Business and Economics;

   Abstract : The purpose of this journal is to describe and analyse both the corporate leader's and the brand’s visibility in order to understand the different types of alignment between corporate leaders and brands. The research has a qualitative and inductive approach and is conducted through a multiple-case study where four leaders and their respective brands were described and analysed. READ MORE

3. 2. The Relationship Between Internal Branding and Affective Commitment

   University essay from Ekonomihögskolan, ELNU

   Author : Daniel Almgren; Peter Ek; Oliver Göransson; [2012]
   Keywords : internal branding; commitment; affective commitment; retail; service industry; on-brand behavior; organizational commitment; brand commitment; branding; customer contact employee;

   Abstract : Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to become and stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it becomes naturally important to align the customer contact employees with the company brand to ensure consistency in all communication externally. READ MORE