Sökning: "internal branding"

Visar resultat 1 - 5 av 11 avhandlingar innehållade orden internal branding.

1. 1. Public sector branding : an internal brand management perspective

   Författare :Ulrika Leijerholt; Peter Hultén; Galina Biedenbach; Lars Erling Olsen; Umeå universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; public sector branding; internal brand management; internal branding; organizational branding; brand commitment; brand architecture; internal communication; organizational practices; public service motivation; företagsekonomi; Business Studies; marketing; marknadsföring;

   Sammanfattning : The increased use of branding within the public sector signifies an important area for academic research that currently lacks theory and empirical evidence; public sector branding. Extant literature paints a scattered picture. On one hand, some branding principles appear to be equally relevant in the public sector as they are in the private sphere. LÄS MER

3. 2. Imagineering Place : The Branding of Five Chinese Mega-Cities

   Författare :Emma Björner; Per Olof Berg; Ali Yakhlef; Xiucheng Fan; Mihalis Kavaratzis; Stockholms universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; China; Chinese mega-cities; city branding; fieldwork; ideology; imagery; images; imaginaries; imagineering; language; multiple case-study; place branding; power; företagsekonomi; Business Administration;

   Sammanfattning : Cities, regions, nations and other places have in recent decades become active participants in the global competitive economy, and now operate in a global marketplace, competing with other places all over the world for investors, tourists, residents and workforce. As a result, places use marketing and branding strategies and practices to gain reputation and competitive advantage. LÄS MER

4. 3. International Branding and Rebranding in Cross-Border Acquisitions

   Författare :Manoella Antonieta Ramos; Svante Andersson; Ulf Aagerup; Mikael Hilmersson; Högskolan i Halmstad; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; international Branding; B2B; Rebranding; Life Science Industry.;

   Sammanfattning : Businesses worldwide are confronting a more internationalized market. With this trend, companies frequently turn to international branding and rebranding initiatives through the acquisition of companies to grow. During this process, businesses are updating their brand identity and/or strategy, while also dealing with various challenges. LÄS MER

5. 4. Perceptual Alignment of Retail Brand Image in Corporate Branding: A study of employee perceived stakeholder alignment and effects on brand equity

   Författare :Kaj-Dac Tam; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Perceptual alignment; retailing; corporate branding; retail brand image; brand equity; brand performance;

   Sammanfattning : The term perceptual alignment is used in various research fields to describe the extent to which individuals share the same perceptions about an object or idea. Perceptual alignment is important from a corporate branding perspective because strong corporate brands express associations and sources of ideals that are attractive and appealing to the stakeholders related to the organisation. LÄS MER

7. 5. Disgraced : A study of narrative identity in organizations that suffer crises of confidence

   Författare :Mathias Skrutkowski; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; disgrace; scandal; Corporate branding; identity; narrative theory;

   Sammanfattning : This thesis investigates the interface between external impressions of an organization, often referred to as its brand and image, and internal expressions, its culture and the identity of its employees, in organizations that have suffered crises of confidence. More specifically, the thesis seeks to problematize the alignment ideal in the corporate branding perspective (de Chernatony, 2001; Harris and de Chernatony, 2001; Hatch and Schultz, 2001 and Balmer and Sonen, 1999), which suggests that organizations should actively seek to realign external and internal impressions, in cases where they have become misaligned. LÄS MER