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Rebranding in the service sector

Jensen, Thomas; Olsson, Fredrik and Osorio, Daniel (2008)
Department of Business Administration
Abstract
Thesis purpose: This thesis will through a case study of a recently rebranded bank “Jyske Bank”, seek to research deeper within the field of service sector rebranding. The internal communication used in connection to the rebranding, will be analyzed in order to investigate what initiatives Jyske Bank’s organizational leaders launched to implement the rebranding and furthermore whether the initiatives have worked. The research questions are: - What are the critical initiatives behind the re-branding process, and have these initiatives been successful?
- Furthermore, to determine the success: To what extend does the intended image, created by the organizational leaders of Jyske bank, in relation to the rebranding, correlate with the identity... (More)
Thesis purpose: This thesis will through a case study of a recently rebranded bank “Jyske Bank”, seek to research deeper within the field of service sector rebranding. The internal communication used in connection to the rebranding, will be analyzed in order to investigate what initiatives Jyske Bank’s organizational leaders launched to implement the rebranding and furthermore whether the initiatives have worked. The research questions are: - What are the critical initiatives behind the re-branding process, and have these initiatives been successful?
- Furthermore, to determine the success: To what extend does the intended image, created by the organizational leaders of Jyske bank, in relation to the rebranding, correlate with the identity held by the organizational members? Methodology: This thesis employs a mix of quantitative questionnaires and qualitative semi structured interviews.
Theoretical perspectives: Corporate rebranding framework (Daly & Moloney, 2004) and a conceptualization of the employee branding process (Miles & Mangold, 2005)
Empirical data: The empirical data was collected from in depth interviews with management and questionnaires from employees. Secondary data taken from company homepage.
Conclusion: The study identifies the critical initiatives from Jyske Banks rebranding, and finds the results relatively successful. The values that are connected to the intended image pursued by the Jyske Bank management correlate with the identity held by the employees to a relatively large extend. However with some minor differences that could be critical for the organization. (Less)
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author
Jensen, Thomas; Olsson, Fredrik and Osorio, Daniel
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Rebranding process, Brand values, Brand identity, Service branding, Employee branding, Management of enterprises, Företagsledning, management
language
Swedish
id
1344664
date added to LUP
2008-06-03
date last changed
2012-04-02 17:07:25
@misc{1344664,
  abstract     = {Thesis purpose: This thesis will through a case study of a recently rebranded bank “Jyske Bank”, seek to research deeper within the field of service sector rebranding. The internal communication used in connection to the rebranding, will be analyzed in order to investigate what initiatives Jyske Bank’s organizational leaders launched to implement the rebranding and furthermore whether the initiatives have worked. The research questions are: -	What are the critical initiatives behind the re-branding process, and have these initiatives been successful?
-	Furthermore, to determine the success: To what extend does the intended image, created by the organizational leaders of Jyske bank, in relation to the rebranding, correlate with the identity held by the organizational members? Methodology: This thesis employs a mix of quantitative questionnaires and qualitative semi structured interviews.
Theoretical perspectives: Corporate rebranding framework (Daly & Moloney, 2004) and a conceptualization of the employee branding process (Miles & Mangold, 2005)
Empirical data: The empirical data was collected from in depth interviews with management and questionnaires from employees. Secondary data taken from company homepage.
Conclusion: The study identifies the critical initiatives from Jyske Banks rebranding, and finds the results relatively successful. The values that are connected to the intended image pursued by the Jyske Bank management correlate with the identity held by the employees to a relatively large extend. However with some minor differences that could be critical for the organization.},
  author       = {Jensen, Thomas and Olsson, Fredrik and Osorio, Daniel},
  keyword      = {Rebranding process,Brand values,Brand identity,Service branding,Employee branding,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Rebranding in the service sector},
  year         = {2008},
}