Cultural Heritage & Brand Communication - Case Study Sofiero Castle & Castle Park
(2019) SMMM20 20191Department of Service Studies
- Abstract
- This study examines the effect of different organizational aspects on the internal brand communication of an organization in the context of cultural heritages. As cultural tourism is growing and becoming more competitive, this particular tourism branch has to be introduced to internal brand communication to provide a good base for branding. The topic has been studied in a case study. As a case Sofiero Castle & Castle Park has been selected as its public ownership represents a special case in the industry. Most cultural heritages are to a majority in private ownership. Previous studies have only analyzed an organization’s internal brand communication in relation to a certain organizational aspect. In this study, the internal brand... (More)
- This study examines the effect of different organizational aspects on the internal brand communication of an organization in the context of cultural heritages. As cultural tourism is growing and becoming more competitive, this particular tourism branch has to be introduced to internal brand communication to provide a good base for branding. The topic has been studied in a case study. As a case Sofiero Castle & Castle Park has been selected as its public ownership represents a special case in the industry. Most cultural heritages are to a majority in private ownership. Previous studies have only analyzed an organization’s internal brand communication in relation to a certain organizational aspect. In this study, the internal brand communication is analyzed on the basis of four different organizational aspects. These organizational aspects are external brand communication, leadership, brand stakeholders and organizational structure. In order to research the field of interest, seven semi-structured interviews and five days of go-alongs have been conducted. The research findings were analyzed with the help of thematic analysis. The study’s results show that each organizational aspect has an influence on how the internal brand communication is done and to whom it has to be addressed. Therefore, the study suggests taking into account a holistic picture of the organizational aspects when analyzing the influence on the internal brand communication. Focusing only at a particular organizational aspect will not outline what needs to be considered when performing internal brand communication as interconnections between the organizational aspects have been identify. These relations have an effect on how internal brand communication is framed and thus an adjustment might be inevitable. An extension of the study is required to examine what has to be acknowledged when putting the holistic picture of the organizational aspects and internal brand communication into action. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8979268
- author
- Stegemann, Maike LU
- supervisor
- organization
- course
- SMMM20 20191
- year
- 2019
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Cultural heritage, branding, brand management, internal brand communication, external brand communication, leadership, brand stakeholders, organizational structure, ownership
- language
- English
- id
- 8979268
- date added to LUP
- 2020-11-20 11:10:38
- date last changed
- 2020-11-20 11:10:38
@misc{8979268,
abstract = {{This study examines the effect of different organizational aspects on the internal brand communication of an organization in the context of cultural heritages. As cultural tourism is growing and becoming more competitive, this particular tourism branch has to be introduced to internal brand communication to provide a good base for branding. The topic has been studied in a case study. As a case Sofiero Castle & Castle Park has been selected as its public ownership represents a special case in the industry. Most cultural heritages are to a majority in private ownership. Previous studies have only analyzed an organization’s internal brand communication in relation to a certain organizational aspect. In this study, the internal brand communication is analyzed on the basis of four different organizational aspects. These organizational aspects are external brand communication, leadership, brand stakeholders and organizational structure. In order to research the field of interest, seven semi-structured interviews and five days of go-alongs have been conducted. The research findings were analyzed with the help of thematic analysis. The study’s results show that each organizational aspect has an influence on how the internal brand communication is done and to whom it has to be addressed. Therefore, the study suggests taking into account a holistic picture of the organizational aspects when analyzing the influence on the internal brand communication. Focusing only at a particular organizational aspect will not outline what needs to be considered when performing internal brand communication as interconnections between the organizational aspects have been identify. These relations have an effect on how internal brand communication is framed and thus an adjustment might be inevitable. An extension of the study is required to examine what has to be acknowledged when putting the holistic picture of the organizational aspects and internal brand communication into action.}},
author = {{Stegemann, Maike}},
language = {{eng}},
note = {{Student Paper}},
title = {{Cultural Heritage & Brand Communication - Case Study Sofiero Castle & Castle Park}},
year = {{2019}},
}