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Internal Branding - How to Make Employees Live the Brand

Holmgren, Anna ; Schori, Linda and Wingård, Malin (2003)
Department of Business Administration
Abstract
COMPANIES: Pågen AB, SAS Airline, Öresundskraft AB PURPOSE: The purpose of this master thesis was to investigate the phenomenon of internal branding, with the aim of creating a process model to be used as guidance by companies when implementing an internal branding strategy in the organisation. METHOD: To carry out our research, we performed a theoretical as well as an empirical study. The empirical study consisted of the undertaking of three case studies with the companies stated above being the objects of research. As our method for the collection of empirical data we used semi-structured interviews, which were conducted with 2-3 representatives of each of the selected case companies. CONCLUSIONS: Our findings indicate that an internal... (More)
COMPANIES: Pågen AB, SAS Airline, Öresundskraft AB PURPOSE: The purpose of this master thesis was to investigate the phenomenon of internal branding, with the aim of creating a process model to be used as guidance by companies when implementing an internal branding strategy in the organisation. METHOD: To carry out our research, we performed a theoretical as well as an empirical study. The empirical study consisted of the undertaking of three case studies with the companies stated above being the objects of research. As our method for the collection of empirical data we used semi-structured interviews, which were conducted with 2-3 representatives of each of the selected case companies. CONCLUSIONS: Our findings indicate that an internal branding process consists of four sequential steps: initial work, creation of vision and core values, adaptation, and follow-up and evaluation. Moreover, we have found that certain pre-requisites need to be fulfilled before the undertaking of the process, among these that the goals of the process are clearly defined and that the process is fully supported by the company management. Further, our model the circle of adaptation demonstrates concrete measures that companies can take in order to make their employees live the corporate brand. (Less)
Please use this url to cite or link to this publication:
author
Holmgren, Anna ; Schori, Linda and Wingård, Malin
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Core Values, Corporate Brand, Implementation, Internal Branding, Management of enterprises, Företagsledning, management
language
English
id
1343693
date added to LUP
2003-02-28 00:00:00
date last changed
2012-04-02 14:35:14
@misc{1343693,
  abstract     = {COMPANIES:	Pågen AB, SAS Airline, Öresundskraft AB PURPOSE:	The purpose of this master thesis was to investigate the phenomenon of internal branding, with the aim of creating a process model to be used as guidance by companies when implementing an internal branding strategy in the organisation. METHOD:	To carry out our research, we performed a theoretical as well as an empirical study. The empirical study consisted of the undertaking of three case studies with the companies stated above being the objects of research. As our method for the collection of empirical data we used semi-structured interviews, which were conducted with 2-3 representatives of each of the selected case companies. CONCLUSIONS:	Our findings indicate that an internal branding process consists of four sequential steps: initial work, creation of vision and core values, adaptation, and follow-up and evaluation. Moreover, we have found that certain pre-requisites need to be fulfilled before the undertaking of the process, among these that the goals of the process are clearly defined and that the process is fully supported by the company management. Further, our model the circle of adaptation demonstrates concrete measures that companies can take in order to make their employees live the corporate brand.},
  author       = {Holmgren, Anna and Schori, Linda and Wingård, Malin},
  keyword      = {Core Values,Corporate Brand,Implementation,Internal Branding,Management of enterprises,Företagsledning, management},
  language     = {eng},
  note         = {Student Paper},
  title        = {Internal Branding - How to Make Employees Live the Brand},
  year         = {2003},
}