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The Interplay between Internal Values and External Values in the Brand Building Process

Dahlquist, Evan; Tam, Kaj-Dac and Shirbin, Andrew (2010)
Department of Business Administration
Abstract
The purpose of this thesis is to investigate the interplay between internal and external values, mainly by exploring the relationship between core values and brand values in a case study.This paper is based on a qualitative approach using various semi-structured interviews.The theoretical perspective aim to develop existing brand building process literature and provide enhanced understanding of the creation and origin of internal as well as external values.Empirical data was collected from Axis Communication across five aspects; top management, brand management, employee level, and an external branding agency. Last aspect concerns secondary data material regarding the Axis customers‘ perspective.The study show an array of interpretations... (More)
The purpose of this thesis is to investigate the interplay between internal and external values, mainly by exploring the relationship between core values and brand values in a case study.This paper is based on a qualitative approach using various semi-structured interviews.The theoretical perspective aim to develop existing brand building process literature and provide enhanced understanding of the creation and origin of internal as well as external values.Empirical data was collected from Axis Communication across five aspects; top management, brand management, employee level, and an external branding agency. Last aspect concerns secondary data material regarding the Axis customers‘ perspective.The study show an array of interpretations regarding the definition of core values and brand values both among academics and practitioners. Yet, based on the case study, it can be argued that a mismatch between internal and external values of a brand may be beneficial for its on-going growth and development. (Less)
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author
Dahlquist, Evan; Tam, Kaj-Dac and Shirbin, Andrew
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Core Values, Brand Values, Relationship, Brand Building Process, Management of enterprises, Företagsledning, management
language
Swedish
id
1625532
date added to LUP
2010-06-01 00:00:00
date last changed
2012-04-02 18:04:50
@misc{1625532,
  abstract     = {The purpose of this thesis is to investigate the interplay between internal and external values, mainly by exploring the relationship between core values and brand values in a case study.This paper is based on a qualitative approach using various semi-structured interviews.The theoretical perspective aim to develop existing brand building process literature and provide enhanced understanding of the creation and origin of internal as well as external values.Empirical data was collected from Axis Communication across five aspects; top management, brand management, employee level, and an external branding agency. Last aspect concerns secondary data material regarding the Axis customers‘ perspective.The study show an array of interpretations regarding the definition of core values and brand values both among academics and practitioners. Yet, based on the case study, it can be argued that a mismatch between internal and external values of a brand may be beneficial for its on-going growth and development.},
  author       = {Dahlquist, Evan and Tam, Kaj-Dac and Shirbin, Andrew},
  keyword      = {Core Values,Brand Values,Relationship,Brand Building Process,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {The Interplay between Internal Values and External Values in the Brand Building Process},
  year         = {2010},
}