Essays about: "Petra Ernberg"

Found 1 essay containing the words Petra Ernberg.

  1. 1. To communicate or not to communicate : A case study of how corporate brands use corporate communication in order to rebuild a harmed corporate reputation.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Petra Ernberg; Anna Kihlberg; [2017]
    Keywords : Brand crisis; corporate brand; corporate identity; corporate reputation; CSR; corporate communication;

    Abstract : The shift from product- to corporate branding have resulted in a wider reach for organizations: containing both internal- and external stakeholders, that have resulted in that a corporate brand has to bear in mind of the importance of presenting itself as a cohesive brand throughout the different stakeholders. This in turn can be accomplished through corporate communication strategies. READ MORE