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Varumärket Sverige - En fallstudie av de interna kommunikationsprocesserna kring Svenska institutets varumärkesplattform

Petersson, Emmy and Gustafsson, Sanna (2011)
Department of Strategic Communication
Abstract
Problem: Branding has developed from focusing on particular products, or organizations, to now currently on how to brand countries. When the brand is to represent a whole country, the organization needs to create conditions for employees to be able to “live the brand”. The study takes a new approach by, focusing on communication and sense making, bringing together research on nation branding with an integrated approach on branding where the internal and external parts of an organization is closely linked together. Purpose: This study aims to understand the internal communication processes in relation to a nation brand platform, and also to a certain extent, illustrate the complexity of nation branding. We aim to contribute to a deeper... (More)
Problem: Branding has developed from focusing on particular products, or organizations, to now currently on how to brand countries. When the brand is to represent a whole country, the organization needs to create conditions for employees to be able to “live the brand”. The study takes a new approach by, focusing on communication and sense making, bringing together research on nation branding with an integrated approach on branding where the internal and external parts of an organization is closely linked together. Purpose: This study aims to understand the internal communication processes in relation to a nation brand platform, and also to a certain extent, illustrate the complexity of nation branding. We aim to contribute to a deeper insight on how employees' understanding of brand values can be created and if the values can help employees to represent and “live the brand”. Methodology: A case study carried out at the Swedish Institute, including qualitative, in-depth interviews with nine employees. Conclusion: In order to successfully integrate the brand into the organization, for example by using a brand platform, meaningful communication plays a key role. This increases the importance of communicative leadership and to allow dialogue and participation, which are not constrained by organizational structure barriers. Considering the complexity of nation branding, employees’ understanding for and ability to live the brand values becomes even more critical. (Less)
Please use this url to cite or link to this publication:
author
Petersson, Emmy and Gustafsson, Sanna
supervisor
organization
year
type
M2 - Bachelor Degree
subject
keywords
nation branding, internal branding, organizational communication, sense making, dialogue, communicative leadership
language
Swedish
id
2163506
alternative location
http://portal.ch.lu.se/Campus.NET/Services/Publication/Export.aspx?id=2015&type=doc
date added to LUP
2011-09-21
date last changed
2014-09-04 08:36:25
@misc{2163506,
  abstract     = {Problem: Branding has developed from focusing on particular products, or organizations, to now currently on how to brand countries. When the brand is to represent a whole country, the organization needs to create conditions for employees to be able to “live the brand”. The study takes a new approach by, focusing on communication and sense making, bringing together research on nation branding with an integrated approach on branding where the internal and external parts of an organization is closely linked together. Purpose: This study aims to understand the internal communication processes in relation to a nation brand platform, and also to a certain extent, illustrate the complexity of nation branding. We aim to contribute to a deeper insight on how employees' understanding of brand values can be created and if the values can help employees to represent and “live the brand”. Methodology: A case study carried out at the Swedish Institute, including qualitative, in-depth interviews with nine employees. Conclusion: In order to successfully integrate the brand into the organization, for example by using a brand platform, meaningful communication plays a key role. This increases the importance of communicative leadership and to allow dialogue and participation, which are not constrained by organizational structure barriers. Considering the complexity of nation branding, employees’ understanding for and ability to live the brand values becomes even more critical.},
  author       = {Petersson, Emmy and Gustafsson, Sanna},
  keyword      = {nation branding,internal branding,organizational communication,sense making,dialogue,communicative leadership},
  language     = {swe},
  note         = {Student Paper},
  title        = {Varumärket Sverige - En fallstudie av de interna kommunikationsprocesserna kring Svenska institutets varumärkesplattform},
  year         = {2011},
}