Corporate identity and internal implementation of a corporate brand

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dc.contributor.author Koskimies, Virpi
dc.date.accessioned 2012-01-26T16:13:22Z
dc.date.available 2012-01-26T16:13:22Z
dc.date.issued 2011
dc.identifier.uri http://hdl.handle.net/123456789/37260
dc.description.abstract Companies cannot build their strategy on predictable markets anymore ‐ all organizations nowadays need to adapt to change. In the heart of the change lies organizations identity. Corporate identity is closely related to corporate branding. This study focuses on a situation of change in a company with multiple identities. The case organization used to operate under several product and company brands that were merged into one and began building a coherent corporate brand. The theory part presents the concepts of brand, identity and identification. Building a corporate brand involves everyone in the organization, so the employees are treated as brand ambassadors. The internal aspect of the brand implementation is demonstrated by introducing the brand identity approach, brand management and the internal branding process. Identity is linked with employees’ identification. The aim of the study is to describe the organization’s experienced identity among the employees. It also brings insight on the corporate brand’s situation within the company after the change, i.e. clarifies how the implementation of the brand strategy has succeeded and how the employees see their role in the brand building process. The research method used in this study is a quantitative survey executed within a random sample of employees world wide. The survey consisted of both structured and open questions. As such, the survey produced a great deal of information concerning all the research objectives, but then again, due to the wideness of the data, part of the results had to be treated on a quite general level. Good answering activity also tells about the importance of the topic. Results show that employees are quite well aware of the brand issues in general ‐ e.g. the reasons for the unification, strategic importance of the brand’s dimensions and need for consistent ways to operate. For the most part, employees are committed to the strategy and willing to benefit the brand in their work. They also see the corporate brand and image in a positive light at the time of the research execution and in the future. The experienced identity is however a bit more complex. A big part of the respondents still indentify more with one’s own unit/division rather than a unified company. The primary feelings about working for the company and its’ meaning for oneself were pride, seeing the company as a good employer and the atmosphere of change.
dc.format.extent 99
dc.language.iso eng
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.subject.other Corporate identity
dc.subject.other brand
dc.subject.other corporate brand
dc.subject.other identification
dc.title Corporate identity and internal implementation of a corporate brand
dc.type Book en
dc.identifier.urn URN:NBN:fi:jyu-201201261078
dc.type.dcmitype Text en
dc.type.ontasot Pro gradu fi
dc.type.ontasot Master's thesis en
dc.contributor.tiedekunta Humanistinen tiedekunta fi
dc.contributor.tiedekunta Faculty of Humanities en
dc.contributor.laitos Viestintätieteiden laitos fi
dc.contributor.laitos Department of Communication en
dc.contributor.yliopisto University of Jyväskylä en
dc.contributor.yliopisto Jyväskylän yliopisto fi
dc.contributor.oppiaine yhteisöviestintä fi
dc.date.updated 2012-01-26T16:13:22Z

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