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Jag är ett varumärke

Olsson, Markus LU and Redving, Isabelle LU (2013) SKDK01 20131
Department of Strategic Communication
Abstract
Blogs as channel for expression has become more popular the recent years. What also is becoming more commonly occurring is the usage of blogs as communication channel for personal brands.

In this paper we have studied how strategies for strong corporate brands are ap-plicable on personal brands with the blog as a main channel. We have been doing a qualitative research by interweaving five different people that have created their personal brands through a blog.

We have based our study on Hatch and Schultz three waves of branding and fo-cused on the second wave that´s called the corporate brand. We have aligned on the similarities and differences in the strategies between the corporate brand and the per-sonal brand. In our analytical... (More)
Blogs as channel for expression has become more popular the recent years. What also is becoming more commonly occurring is the usage of blogs as communication channel for personal brands.

In this paper we have studied how strategies for strong corporate brands are ap-plicable on personal brands with the blog as a main channel. We have been doing a qualitative research by interweaving five different people that have created their personal brands through a blog.

We have based our study on Hatch and Schultz three waves of branding and fo-cused on the second wave that´s called the corporate brand. We have aligned on the similarities and differences in the strategies between the corporate brand and the per-sonal brand. In our analytical section, we have analysed our theoretical framework in re-lation to our interview persons and their opinions in the subject. What we have conclud-ed in our study is that they are more similarities than differences between a corporate and a personal brand with the blog as a main channel, when it comes to working strate-gies to maintain a sustainable brand. (Less)
Abstract (Swedish)
Bloggen som fenomen har de senaste åren blivit en allt mer populär kanal för in-divider att uttrycka sina åsikter genom. Den används även i allt större utsträckning som huvudsaklig kommunikationskanal för personliga varumärken.

Vår undersökning syftar till att identifiera vilka likheter respektive skill-nader det finns i arbetsstrategierna mellan ett corporate brand och ett personligt varumärke som kommuniceras genom bloggen som huvudsaklig kanal. Vi har an-vänt oss av en kvalitativ forskningsmetod, där fem personer som har skapat sina personliga varumärken genom bloggen som kanal har fungerat som respondenter för vår empiri.

Vår studie är baserad på Hatch och Schultz definitioner av de tre vågorna av branding, med fokus på den... (More)
Bloggen som fenomen har de senaste åren blivit en allt mer populär kanal för in-divider att uttrycka sina åsikter genom. Den används även i allt större utsträckning som huvudsaklig kommunikationskanal för personliga varumärken.

Vår undersökning syftar till att identifiera vilka likheter respektive skill-nader det finns i arbetsstrategierna mellan ett corporate brand och ett personligt varumärke som kommuniceras genom bloggen som huvudsaklig kanal. Vi har an-vänt oss av en kvalitativ forskningsmetod, där fem personer som har skapat sina personliga varumärken genom bloggen som kanal har fungerat som respondenter för vår empiri.

Vår studie är baserad på Hatch och Schultz definitioner av de tre vågorna av branding, med fokus på den andra vågen, corporate brands. I vårt analyserande avsnitt har vi analyserat det teoretiska ramverket vi använt oss av i relation till våra respondenters erfarenheter inom ämnet. Utifrån detta har vi kommit fram till att det finns stora likheter mellan arbetsstrategierna för ett corporate brand och ett personligt varumärke med bloggen som huvudsaklig kommunikationskanal. (Less)
Please use this url to cite or link to this publication:
author
Olsson, Markus LU and Redving, Isabelle LU
supervisor
organization
alternative title
En studie kring likheter och skillnader i arbetet med ett personligt varumärke och ett corporate brand
course
SKDK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
personligt varumärke, corporate branding, blogg, självpresentation
language
Swedish
id
3807552
date added to LUP
2013-06-13 11:22:25
date last changed
2014-09-04 08:36:23
@misc{3807552,
  abstract     = {Blogs as channel for expression has become more popular the recent years. What also is becoming more commonly occurring is the usage of blogs as communication channel for personal brands. 

In this paper we have studied how strategies for strong corporate brands are ap-plicable on personal brands with the blog as a main channel. We have been doing a qualitative research by interweaving five different people that have created their personal brands through a blog. 

We have based our study on Hatch and Schultz three waves of branding and fo-cused on the second wave that´s called the corporate brand. We have aligned on the similarities and differences in the strategies between the corporate brand and the per-sonal brand. In our analytical section, we have analysed our theoretical framework in re-lation to our interview persons and their opinions in the subject. What we have conclud-ed in our study is that they are more similarities than differences between a corporate and a personal brand with the blog as a main channel, when it comes to working strate-gies to maintain a sustainable brand.},
  author       = {Olsson, Markus and Redving, Isabelle},
  keyword      = {personligt varumärke,corporate branding,blogg,självpresentation},
  language     = {swe},
  note         = {Student Paper},
  title        = {Jag är ett varumärke},
  year         = {2013},
}