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Dissertations / Theses on the topic 'Corporate identity and corporate image'
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1
Vizingr, Tomáš. "Budování Corporate Image a Corporate Identity." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-9102.
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Pohled na firemní identitu a firemní image. Práce přináší několik úhlů pohledu na prvky determinující firemní identitu: Corporate Design, produkt organizace, kulturu organizace, organizační chování a komunikaci organizace. Aplikace psychologických, sociologických teorií a teorie řízení a managementu na dané téma vysvětluje, jakým způsobem je pomocí firemní identity vytvářen firemní image. Praktická část se zabývá analýzou firemní identity a image firmy InBev, Staropramen.
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Janečková, Barbora. "Corporate identity a corporate image značky PRIM." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11719.
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The master thesis named "Corporate identity and corporate image of PRIM" analyses the current position of brand PRIM on the watch market in the Czech Republic whereas the main focus is on the description of its corporate identity elements and the brand management strategy. The thesis consists of two main parts - theoretical and practical. The theoretical part defines the concept of corporate identity, corporate image, as well as strategic planning and strategic brand management. The practical part comprises of the ELTON firm's presentation and analysis of the Czech watch market including the description of typical Czech customer. The major attention is paid to the evaluation of PRIM's corporate identity elements and its strategic brand management. At the end of the practical part, there is a presentation of my own proposals for possible improvements of the current brand strategy and consideration of the possibility of expansion into the foreign market.
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Hatlapa, Tomasz. "Corporate Identity." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4594.
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The subject of this thesis is the study of issues of a corporate identity - an instrument which a company (subject) makes an attempt to create a positive image that would allow it to withstand present competetive evironment. The thesis confronts the theoretical basis of a corporate identity creation with the practical reception of this identity. The thesis is supplemented by the marketing research.
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Khan, Muhammad Ghayour, and Omar Khan. "Corporate Identity, Corporate Branding and Brand Image." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-57516.
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This dissertation aims to address the research gap which was evident on the apparel industry. The authors identified that additional research is required on how corporate identity influences the designing of a brand image on apparel industry. In order to address the gap the authors first formed a research model based on literature review or secondary data. Later on, primary data was collected through qualitative research method from 14 garments companies in Pakistan. Moreover, the primary data and secondary data was synthesized in order to analyze and conclude the research.The finding shows that the communication is a main issue when forming the brand image and it must be in line with the corporate identity in order to form a successful brand.
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Sajko, Michal. "Corporate identity." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17429.
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The content of the thesis is the process of designing a suitable corporate identity with respect to the nature of its activities and perceptions of current customers. In the paper you can find theoretical knowledge of the instruments of corporate identity, business knowledge with regard to two years experience in the company and not at least the knowing of customers habits and their opinions. An example will be a particular film club: Filmový klub VŠE. On that example I will be trying to clarify the principles of corporate identity formation.
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Tromp, Sallyanne Lindsey. "Corporate reputation management : reconciling identity-image gaps." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/23270.
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A good corporate reputation is extremely valuable, and confers substantial benefits to the organisation. In order to better manage their corporate reputation, companies need to align their corporate identity and corporate image. Where they do not align and there are gaps, company directors need to identify and reconcile those identity-image gaps.In this research study, corporate reputation, and specifically image and identity, is investigated to understand whether there is gap between how the company views itself (corporate identity) and how it is viewed by its stakeholders (corporate image).Directors' perceptions of gaps between corporate identity and corporate image were explored through a qualitative research methodology that focussed on collecting primary data using an exploratory, phenomenological approach. Ten depth interviews were conducted with directors of companies operating in South Africa, who were selected through convenience sampling.A framework is proposed to assist the management of corporate reputation by reconciling identity-image gaps in companies. The core causes of these gaps are found in the company, the staff of the company, and in the external marketplace. Once these identity-image gaps are identified and acknowledged, mechanisms are proposed to reconcile the gaps through focusing on knowledge management, relationship management, communication, trust and implementation.Dissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
unrestricted
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Kansbod, Mathias, and Andresen Fredrik Wang. "Corporate Identity Management : A case study of Corporate Identity within Linnaeus University." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19438.
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Linnaeus University was created January first, 2010 and set step in to a market where the competition between universities is increasing. It’s in fact increasing to a degree where universities might be forced to shut down as a result of the competition. As the competition is growing, schools marketing efforts is getting more professional. Many universities now have a well thought out strategy for attracting students and to get a competitive advantage. In order to accomplish this it’s essential for organizations to acquire and retain some uniqueness that cannot be imitated by competitors and in the last two decades there has been an increasing attention paid to corporate identity management as a source of competitive advantage. Most researchers perceive corporate identity as an organization´s presentation of itself to its various stakeholders and the way it distinguishes itself from similar and/or competitive organizations.Using a qualitative research method we studied the case of Linnaeus University. The purpose of this research was to study how Linnaeus University is using their corporate identity in their communication against students and employers. After analyzing the results of our empirical study and reflecting on the theoretical framework we concluded that Linnaeus University places great emphasis in their identity, that it is of great importance to them and that they have put a lot of effort in their corporate identity and how they mediate it in their communication. They have a clear picture of they see the university and how they want to communicate the identity, the basis for this is clarity and a strong internal communication strategy. In accordance with the theoretical framework Linnaeus University has a good corporate identity management and the university is so far a success.We believe that there is further research that should be carried out in the field of corporate identity and image in the world of academics. More qualitative as well as quantitative empirical research would be interesting, especially to use a comparative research design investigating both several universities and potential students.
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Mazal, Jan. "Analýza Corporate Identity společnosti MEDIARESEARCH, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74882.
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This thesis aims to establish the recommendations, proposals and procedures under which the company Mediaresearch will be able effectively use marketing communication and build a unique Corporate Identity. Through strong identity company will be able to influence its image among stakeholders. The theoretical part describes the different elements of corporate identity including the current trends. These components are then supplemented by appropriate research methods for the situation analysis. The theoretical part is followed by analysis of the company's market position. In addition to the analysis of current practices the findings of two internal employee surveys and interviews with the Board are used for the deduction of the recommendations. Each element of corporate identity is analysed separately and marketing recommendations are then drawn in wider context.
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Hirasawa, Tetsu. "Organizational identity formation and transformation." Thesis, University of Cambridge, 2013. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.607893.
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Chun, Rosa. "Strategic management of corporate reputation : : Aligning image and identity." Thesis, University of Manchester, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.488192.
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Bartholmé, Roland H. "Investigating determinants and perceived consequences of auditory identity management : a corporate perspective among UK companies." Thesis, Brunel University, 2011. http://bura.brunel.ac.uk/handle/2438/6520.
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Corporate sound as a company-controlled element of corporate identity management has been widely ignored in corporate identity and corporate image literature so far. Moreover, established corporate identity models show some visual dominance that has inhibited the integration of other sensory elements such as the auditory dimension. This thesis advances current knowledge in the corporate identity, corporate image and corporate communication domain by investigating the construct of auditory identity from a corporate perspective. In detail, the study investigates factors that determine the management of auditory identity as well as consequences of corporate auditory identity management (CAIM) as perceived by managers. A triangulated research approach was employed by using qualitative data from interviews with managers and consultants from UK companies as well as quantitative data from questionnaires completed by managers from UK companies in the media, information and communication as well as the banking and finance industry. While qualitative data initially was used to gain deeper understanding of the underresearched auditory topic, quantitative data was statistically examined using EFA and PLS-SEM to test the structural model. Findings suggest, inter alia, that the definition of corporate auditory identity provided in this research is widely supported by qualitative data. Moreover, quantitate data indicates that the support of the CEO is a key factor for the successful implementation of an auditory identity programme. Furthermore, all ten consequences of corporate auditory identity management such as gaining differentiation, improving corporate image, supporting consistent corporate communication and increasing recognisability just to name few are widely supported by qualitative as well as quantitative data. This thesis advances corporate identity, corporate image and communication literature in many ways. Mainly, it provides a valid definition of the new construct of auditory identity as well as scales for measuring corporate auditory identity management on which researchers can build in the future. Based on the identified potential of corporate sound academics are encouraged to overcome the visual dominance by incorporating auditory identity into future concepts, frameworks and models. Moreover, managers can benefit from this research and the provided definition of auditory identity in particular as it reduces the uncertainty about the auditory domain and suggests a more holistic view of corporate identity management. Additionally, this study provides managers with a deeper understanding of the potential of corporate sound by testing a set of consequences of auditory identity management. Consequently, managers are advised to employ a more strategic management of sonic elements and applications in the future. To sum up, this research is one of the first that investigates the management of sound from a corporate perspective and the researcher strongly believes that it constitutes a foundation that facilitates a variety of avenues for research.
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Foroudi, Pantea. "Examining the influence of corporate logo on corporate image and corporate reputation : a study of consumers' perception in the context of a financial setting in the United Kingdom." Thesis, Brunel University, 2012. http://bura.brunel.ac.uk/handle/2438/12735.
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This research is primarily concerned with extending the current knowledge of the corporate logo by developing a comprehensive conceptual model of its influence on corporate image and corporate reputation within the discipline of marketing. By examining the conceptual model, this research challenges the claim that a corporate logo, as a company’s ‘signature’, communicates corporate identity (Bromley, 2001; Van Riel et al., 2001) and enables the company to build an image of the company in the consumer’s mind (Henderson and Cote, 1998). Despite the significant and positive view of corporate logos as a communication tool, little systematic research has examined the effect of the components of logos on consumer evaluations of corporate logos (Henderson and Cote, 1998; Pittard et al., 2007; Van der Lans et al., 2009). Furthermore, too little study has been made of the relationship between the corporate logo, its dimensions, antecedents and consequences (Van Riel et al., 2001). This thesis adopts a mixed-method research design – a predominantly quantitative approach, which is supported by insights from an exploratory phase which encompasses in-depth interviews and focus group discussions. The research’s conceptual model was developed on the basis of qualitative study and the existing literature. In the second phase, this conceptual model was used to examine consumers’ perceptions of the influence of the corporate logo on corporate image and corporate reputation in the context of a financial setting in the UK. A sample of 332 respondents allowed multivariate analysis of the data to be undertaken. It used exploratory factor analysis (EFA), Cronbach-alpha and confirmatory factor analysis (CFA) to ensure that the scales developed and adapted were robust in terms of validity and reliability. Structural equation modelling (SEM) allowed the hypotheses between constructs to be examined. The model confirmed a good fit to the data, good convergent, discriminant and nomological validity and stable reliability. Based on the statistical results, qualitative study (in-depth interviews and focus groups) and the related literature, the current research found that, apart from colour, all the antecedent factors (corporate name, design and typeface) impact favourably on the corporate logo. Furthermore, the relationship between the corporate logo and the consequences were evaluated; the results of the hypotheses testing demonstrate that that the corporate logo has greater impact on corporate image, attitude towards advertising, recognisability and familiarity. In addition, the relationship between corporate image and corporate reputation was confirmed. However, an unexpected outcome was that the relationship between attitudes towards advertising, recognisability and familiarity and corporate image were not significant. Overall, this study presents the corporate logo as a complex phenomenon. This thesis is the first systematic research to have conceptualised and operationalized the concept of the corporate logo, its antecedents and its consequences. This examination is expected to be of value in advancing current knowledge by offering a threefold theoretical contribution to the literature as theory extension, the level of conceptualisation and measurement and theory testing and generalisation. In terms of methodology, this research used a multi-disciplinary approach to the corporate logo concept since a major contribution of this research aimed to provide a holistic perspective on the domains of marketing, corporate identity, corporate visual identity and the literature on corporate logos. Furthermore, it is hoped that this investigation will make a considerable managerial contribution to the understanding of decisionmakers and graphic designers about the whole relationship between a favourable corporate logo, its antecedents and its main consequences. A clear understanding of the dimensions of the relevant concepts can help managers and designers to devise corporate logos which are more likely to advance a favourable corporate image and corporate reputation. This study seeks to develop an understanding of the construct of the corporate logo and some of its antecedents and outcomes, although the findings are not without some limitations in the methods of sampling/analysis and measurement. Additional guidelines are presented in the hope of stimulating further investigations to incorporate the novel research directions in the study of the corporate logo and its antecedents and consequences.
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Hromasová, Lucie. "Analýza firemní identity společnosti NIOSPORT agency,a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-142093.
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Master thesis focuses on issues of corporate identity of advertising agency NIOSPORT agency, a.s. The aim of this thesis is to analyze corporate identity of company NIOSPORT agency, a.s. In the theoretical part is explained what is a corporate identity, which elements are included and why it is so important for companies. Then there is a definition of an image with an emphasis on its distinction from the concept of corporate identity, explained the interdependence between corporate identity and corporate strategy, and then is paid attention on advertising agencies in general. The practical part consists of a description of a particular advertising agency NIOSPORT agency, a.s., the results of empirical research, evaluation of the image of agency and finally of recommendations for the future, arising from the theoretical part, analyzing corporate documents and of the depth interviews with the director, staff and clients of advertising agency.
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Simoes, ClaÌudia Maria Neves. "Corporate identity management : the construct, some business antecedents and outcomes." Thesis, University of Warwick, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.247256.
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Kocourková, Adéla. "Podniková identita a image neziskové organizace." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-262304.
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The essence of this Master thesis is the analysis of corporate identity and image in the selected part of non-profit organization. Furthermore, this analysis will provide valuable information about how it tries to be perceived and how it is perceived in reality. The theoretical part explains terms related to the topic, mainly focuses on corporate identity and its three components, as well as on essence and importance of the corporate image. Then briefly describes the issue of non-profit organization. The methodical part defines the objectives, methods and respondents of the thesis. The practical part is based on theoretical knowledge of the first part. First is presented selected non-profit organization and its part, which is the subject of research. The subsequent own research is divided into two parts, the analysis of identity by using the qualitative research in the form of individual interviews and the analysis of image by using the quantitative research in the form of questionnaire survey. The thesis is concluded by suggestion and recommendations for the non-profit organization.
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Christie, David John, and dave christie@hipsys com. "A Trilateral Model for the Management of Corporate Image: an examination of the inter-relationship between an organisation's Self Image, its Projected Image and its Perceived Image." Griffith University. School of Management, 2002. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20030102.095828.
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The Research Topic and the Need for It: This thesis starts with a review of what the literature says about the importance of corporate image and how it needs to be managed as a strategic asset. However, the problem is there is no model that shows what corporate image comprises and explains how its various components interact with one another so that it can be managed. The result is a number of confusing and contradictory definitions and unproductive discussions about things like whether corporate reputation and corporate image are different or synonymous. In response to this need, it is suggested that corporate image comprises three different image perspectives; namely, Self Image, Projected Image and Perceived Image and that it is only when these are defined separately and regarded holistically that corporate image can be properly defined, understood and managed. Objective: The objective of this research was to develop and test this model using triangulated approaches in which data could be acquired and understood from different sources. To this end questionnaires were developed by document analysis, consultation and discussion. This research was conducted in two very different organisations - a new university campus and a sugar co-operative. In the interests of confidentiality they have been renamed Barton University's Kingsley Campus and Sunstate Sugar Co-operative Association Limited. Data was input into both SPSS and HIPSYS computer programs for the Kingsley Campus research and into HIPSYS for the Sunstate Sugar research. For both research sites the results were discussed with members of all response groups so that accurate interpretations of the data could be made and additional meaningful data acquired. For Kingsley Campus, response groups included all Academic and General Staff of Kingsley Campus for the Self Image and the Projected Image, and for the Perceived Image all Current and Past Students, a representative sample of Grade 12 high school students, advanced diploma students of Kingsley TAFE, and Community Leaders. In all 3,693 questionnaires were distributed and 934 completed questionnaires were processed. For Sunstate Sugar, response groups included all employees for the Self Image separated by Management, Supervisors and Workforce, all Board members and all Employees who interface with the growers (members of the co-operative) for the Projected Image, and all members of the co-operative for the Perceived Image. In all 1830 questionnaires were distributed and 916 completed questionnaires were processed. Findings: The results from the Kingsley Campus research showed that the Projected Image needed to be more effectively targeted at the Grade 12 target group. The results from the Sunstate Sugar research showed that its Perceived Image was affected by its Self Image as well as by its Projected Image and that its Self Image in particular needed to be made more positive. The results from both organisations suggest that a positive corporate Self Image influences the Projected Image and can have as much impact on the Perceived Image as does the Projected Image. In exploring and discussing the results of this research, each organization derived recommendations which led to their developing action plans for the more effective management of their corporate image. These results indicate that the model created has eliminated a gap in the literature, diffused the confusion regarding what corporate image is, and provided a structure and a methodology by which corporate image can be identified and managed. It has been shown to have considerable utility.
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Žulavský, Jaroslav. "Image a Identita společnosti Telefónica Czech Republic, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-200189.
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The objective of the thesis is an impartial definition of elements that make up the image and identity of the Telefónica Czech Republic, a.s. company. The work is divided into theoretical and analytical part. Introduction of the theoretical part clarifies concepts such as company image and company identity within various factors of management of profit-making organizations. The theoretical part of the thesis seeks to draw on available, especially foreign literature. The subsequent analytical part is exclusively devoted to the central theme of the thesis, i.e. detailed analysis of corporate identity and corporate image of the Telefónica Czech Republic, a.s. company with the emphasis on their mutual differences. After several chapters, followed by a part focusing on active research with the help of a questionnaire survey. Here, the thesis analyses and consequently summarizes data obtained from the questionnaire survey of the scope of image and identity of Telefónica Czech Republic, a.s.. The partial objective of the analytical part is also a comparison within the competitive telecommunications market in the Czech Republic. The main aim of the thesis is to try to find possible activities leading to continuous positive development of the image and identity od Telefónica Czech Republic, a.s..
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Renberg, Lina. "Identity and image – the story of expertise in a manufacturing company." Thesis, Högskolan Dalarna, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:du-21474.
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This thesis is an investigation on the corporate identity of the firm SSAB from a managerial viewpoint (1), the company communication through press releases (2), and the image of the company as portrayed in news press articles (3). The managerial view of the corporate identity is researched through interviews with a communication manager of SSAB (1), the corporate communication is researched through press releases from the company (2) and the image is researched in news press articles (3). The results have been deducted using content analysis. The three dimensions are compared in order to see if the topics are coherent. This work builds on earlier research in corporate identity and image research, stakeholder theory, corporate communication and media reputation theory. This is interesting to research as the image of the company framed by the media affects, among other things, the possibility for the company to attract new talent and employees. If there are different stories, or topics, told in the three dimensions then the future employees may not share the view of the company with the managers in it. The analysis show that there is a discrepancy between the topics on the three dimensions, both between the corporate identity and the communication through press releases, as well as between the communication through press releases and the image in news press articles.
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Bergstedt, Anna, and Johanna Nilsson. "What's your story? : Stories' effect on corporate image." Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-6688.
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To stand out in today’s fierce competition companies need to evolve their competitive skills. Many organizations have come to realize that it is not enough to only include individual products in the offering but one has to sell the whole company. It is then required to work with the corporate identity and express ones story when promoting oneself. For the corporate identity to be successful it is critical that it is based on knowledge about the target group’s identity and an understanding of what the target group values. This thesis focuses on the part of communication of the story that is done via visual expressions and employee behavior. To connect our different areas of research we have developed a model which is presented at the end of the theoretical chapter. The model points out the importance of that corporate identity is based on both customer identity and internal elements such as the employees. It also shows that corporate image is influenced by external influences such as customer involvement and customer-to-customer interaction.
To develop the understanding of how companies in the experience industry can use storytelling and how the customer perceives it, we have made two case studies, one at Såstaholm Hotell & Konferens and the other one at Stenungsbadens Yacht Club. Interviews were made with the employees to learn about the intended corporate identity and customer questionnaires were collected to learn about the image.
The results have lead us to the following conclusions; storytelling is a useful way to express corporate identity, required that there is emotional engagement and that it permeates all parts of the organization. Visual expressions are mainly a way to communicate a theme, while employees are needed to communicate a full story. Finally we have came to the conclusion that a more suitable term for this kind of communication is story enacting.
Key words: Storytelling, corporate identity, image and experience industry.
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Hostašová, Olga. "Analýza image vybrané cestovní kanceláře." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-12110.
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The thesis deals with the topic of image of a travel agency. The corporate image represents an important success factor for every company, rather that there is a strong competition as in the case of the Czech market of travel agencies. The paper shows results of several surveys, objective of which was to explore particular factors that influence image of a selected travel agency.
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Parell, Mary Ellen. "Corporate identity systems and color publishing on the Macintosh /." Online version of thesis, 1995. http://hdl.handle.net/1850/12155.
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Holtzhausen, Lida. "Employee perceptions of symbolic corporate identity elements and employer-employee relationships at Lonmin Platinum / L. Holtzhausen." Thesis, North-West University, 2007. http://hdl.handle.net/10394/769.
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Large multi-national corporations experience more and more pressure to maintain good
relationships with their stakeholders, including employees. Concurrent with this, the focus
of Corporate Communication management has shifted from pure communication
management to relationship management.
Lonmin Platinum, a mining company within the South African mining and minerals sector is
no exception in this regard. In fact, due to the apartheid legacy and government
regulations that are aimed at safety and equity, it is especially difficult to manage
employee relationships in the mining industry. Apart from historical and environmental
factors, Lonmin Platinum's task is further complicated by its diverse work-force. At the time
of the study the work-force of approximately 20 000 employees consisted of literate, semiliterate
and illiterate employees. In addition, the company comprised five business units,
each with their own corporate identity.
In order to manage relationships effectively, a company needs to understand the nature
and quality of its relationships as well as which factors might influence its stakeholder
relationships. Studies have already indicated that a company's corporate identity can
contribute to the stakeholders' images of the company. Over time, the image impacts on
the company's reputation and consequently on the stakeholders' relationships with the
company. In the case of a company such as Lonmin Platinum, with an endorsed corporate
identity, it can be expected that corporate identity will also play a role in the nature and
quality of relationships, including employee relationships.
Previous studies have investigated the link between corporate identity and relationships
focussing on communication, and on behaviour elements of identity. Up until now, no
examples of research of the possible influence of symbolic corporate identity elements on
relationships in the South African mining industry could be traced. Against this
background, the following research question was asked: What is the relationship between
employees' perceptions of symbolic corporate identity elements and employer-employee
relationships at Lonmin Platinum?
Semi-structured interviews, focus group interviews and quantitative questionnaires were
applied as data collection methods. The results confirmed that Lonmin Platinum did not
have a good relationship with its employees in general. The lack of trust was seen as one
of the most apparent problems. It also seemed that the employees did not understand the
company's endorsed corporate identity. They, for example, did not understand the
company structure and identified themselves more with the symbolic corporate identity of
their respective business units than with the company itself.
With regard to the correlation between symbolic corporate identity and relationships, this
study indicated a relationship between employees' perceptions of how effective the
company reached it objectives and the quality of its employee relationships. Company
objectives, such as a safe working environment, a healthy working environment, socioeconomic
empowerment and accountability, as well as a company that unites its workforce
and creates a family feeling amongst the employees impacted most on employee
relationships.Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2008.
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Jabbar, Zeenat. "The impact of corporate visual identity on brand personality." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/8734.
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It is argued that there is a need to extend our understanding and knowledge of the magnitude to which the elements of corporate visual identity (CVI) are perceived as the communicators of brand personality and hence corporate image, by the consumers. This thesis extends the knowledge about corporate visual identity (CVI) factors, particularly, name, logo, and colours, by developing a comprehensive model which incorporates corporate visual identity (CVI) elements and brand personality (BP) traits (sophistication, sincerity, ruggedness, excitement, competence). The thesis focuses on the association of types of brand names with brand personality traits. This study also focuses on the different types of logos and their associations with different personality traits and on associations of different brand colours with different brand personality traits. A quantitative approach was adopted. A conceptual model was developed. This model looked at brand name, logo and colour and their collective association with, as well as their influence in, developing a brand‘s personality. A questionnaire was prepared and pretesting was carried out to test whether the constructs of the model were valid and reliable and that the instrument used was fit for purpose. Pakistan was the context for this research, and the brands chosen represented the cellular telecom industry of Pakistan. A sampling frame of Pakistani youth was chosen, with an age bracket of 18-26, as this age group which constitutes the highest usage of cellular services in Pakistan. The sample size was 1400, and the sampling method was stratified random sampling. Cross-tabulation analysis was conducted to test the hypotheses. The results from this study suggest that CVI has a significant positive impact on brand personality development. One of the strongest messages to emerge from this study is that CVI elements (namely, brand name, logo, and brand colours) are found to be essential for the creation of brand personality. This study provides a model that managers can use to influence consumers‘ perceptions and buying behaviour and also helps in the positioning of a brand in differentiating it from the competition. This study makes its contribution in that it is the first to empirically test the associations of CVI elements with BP traits and to present a conceptual model which examines the influence of CVI elements in shaping a brand‘s personality and establishing an integrative view of CVI elements and brand personality traits, and, to do so from South Asian perspective. This study is the first to clearly define the role of brand names in creating brand personalities, associating brand name types with brand personality traits and to establish an empirical relationship between types of brand names and various personality traits. This is the first study to provide empirical evidence to support the claim that brand logo types are associated with specific brand personality traits and to clearly associate brand colours with specific brand personality traits. Findings from this study allow companies in other business sectors as well as in other countries to develop their CVI strategy and to modify their CVI strategies to influence the brand personalities.
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Karaosmanoğlu, Elif. "Determinants of corporate image formation : a consumer-level model incorporating corporate identity mix elements and unplanned communication factors." Thesis, University of Warwick, 2006. http://wrap.warwick.ac.uk/2452/.
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This thesis aims to extend the current knowledge about corporate image formation process by developing a comprehensive model which incorporates corporate identity mix elements (i.e. symbolism, communication, and behaviour) and unplanned communication factors (i.e. interpersonal, intermediary and intrapersonal communication). By examining the proposed conceptual model, this study challenges the claims of anything a company does communicate its identity (Balmer, 1997, 2001; Van Riel and Balmer, 1997) by testing the impact of company-driven communication efforts on corporate image formation in the consumer context. It also adopts the understanding of corporate image as a composite product of multiple communication factors (Bhattacharya and Sen, 2003; Cornelissen, 2000) and in addition to formal communication efforts it specifically tests the role of interpersonal communication, intermediary communication and intrapersonal communication factors in corporate image formation (Cornelissen, 2000). This research adopts a predominantly quantitative approach which is supported by insights from an exploratory phase that encompasses in-depth interviews and focus group discussions. The main survey data is derived from a cross-sectional survey which is conducted in Turkey. The data drawn from 439 questionnaires is analysed by multivariate data analysis technique including exploratory factor analysis (EFA), Cronbach alpha, confirmatory factor analysis (CFA) and structural equation modelling (SEM). The findings show that not every aspect of corporate identity mix elements (e.g. corporate aesthetics, staff apparel) is considered to be salient communicators of corporate identity by consumers. They also indicate that when consumers attribute positive feelings to a company’s corporate visual identity systems, when they think that marketing communication activities reflect corporate values, and when they perceive a company as socially responsible, they tend to form a favourable image of that organisation. Moreover, the results highlight that interpersonal communication (word-of-mouth information exchange among close friends and relatives) and intrapersonal factors (i.e. corporate associations gap, consumer-company identification, emotional appeal, consumer-company value congruence) are determinants of corporate image formation. However, it is found that employee behaviour and intermediary communication may not activate immediate associations about corporate image.
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Bakker, Hans-Peter. "Managing corporate identity at the University of Stellenbosch." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/49389.
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Thesis (MBA)--Stellenbosch University, 2001.ENGLISH ABSTRACT: The University of Stellenbosch is a proud institution with a proud tradition. It delivers graduates and research that can compete with the world's best. It is facing a landscape that is becoming increasingly competitive, and higher education institutions in South Africa are only now discovering the need and value of sound marketing principles. The University consists of 11 faculties and more that 100 departments. Out of those faculties and departments many other operating entities have grown. Entities such as the Institute for Winebiotechnology, the Bureau for Economic Research, the University of Stellenbosch Printers and the Graduate School of Business, to name but a few. Each of these have over time developed strong individual identities. In virtually all cases the link with the University has not been severed, and in many instances the association has been beneficial to both the University and the operating entity. As the environment becomes more competitive and as universities compete for shrinking financial resources, issues such as high media costs and effective communication become more important. One way of ensuring economy of scale in communication is to co-ordinate the visual identity of an institution. At the University of Stellenbosch the visual presentation of its various operating entities has not been coordinated, resulting in vast inconsistencies with regard to the institution's visual communication. Apart from failing to achieve economies of scale in communication, such a situation will also, inevitably, lead to confusion among the institution's target audiences. This project assesses the situation and develops a model according to which the University and its operating entities can coordinate their visual communication. It is expected that this model will stimulate discussion and that it may lead to implementation as soon as possible. Once the framework for managing corporate identity is in place, a great deal of work will be required to bring the communications process in line with the objectives of the institution and the requirements of its corporate identity strategy. This report is intended as starting point in the process that will lead to effective and optimal corporate identity management at the University of Stellenbosch.
AFRIKAANSE OPSOMMING: Die Universiteit van Stellenbosch is 'n instelling met 'n trotse tradisie. Hy lewer graduadi en navorsing wat met die bestes ter wêreld kan meeding. Die Universiteit bestaan in 'n omgewing wat toenemend kompeterend is, en hoër onderwys instellings begin nou eers die waarde besef van effektiewe bemarking. Die Universiteit bestaan uit 11 fakulteite en meer as 100 akademiese departemente. Vanuit hierdie fakulteite en departemente het menige ander bedryfseenhede ontwikkel. Eenhede soos die Instituut vir Wynbiotegnologie, die Buro vir Ekonomiese Ondersoek, the Universiteit van Stellenbosch Drukkery, en die Nagraadse Bestuurskool. Elkeen van dié bedryfseenhede het oor tyd heen sy eie, unieke identiteit ontwikkel. In feitlik alle gevalle het die noue verbintenis met die Universiteit behoue gebly, en in baie van die gevalle het die wedersydse assosiasie tot beide se voordeel gestrek. Namate die omgewing waarbinne die Universiteit bedryf word meer kompeterend raak en namate die Universiteit meeding vir kwynende finansiële bronne, raak aspekte soos stygende media kostes en effektiewe kommunikasie belangriker. Een manier om te verseker dat skaalbesparings bereik word, is om the visuele identiteit van 'n instelling te koordineer. Aan die Universiteit van Stellenbosch word die visuele aanbieding van die verskeie bedryfseenhede nog nie effektief gekoordineer nie. Dit het tot gevolg gehad dat groot verskille aan die lig gekom het ten opsigte van die organisasie se visuele kommunikasie. Behalwe dat sulke omstandighede nie skaalbesparings bevorder nie, sal dit ook lei tot verwarring onder die instelling se teikengehore. Hierdie projek het ten doeI om 'n model, of raamwerk te ontwikkel waarvolgens die Universiteit en sy bedryfseenhede hul visuele kommunikasie beter kan koordineer. Daar word verwag dat hierdie model verdere gesprek sal stimuleer en so spoedig moontlik sal lei tot die implementering van 'n model wat vir die Universiteitsgemeenskap aanvaarbaar is. Nadat 'n raamwerk vir die bestuur van korporatiewe identiteit aanvaar is, volg nog 'n groot taak om die kommunikasieprosesse in lyn met die instelling se doelwitte en vereistes ten opsigte van sy korporatiewe identiteitstrategie te bring. Hierdie verslag kan as aanvangspunt dien in die proses wat sal lei tot die effektiewe en optimale bestuur van korporatiewe identiteit aan die Universiteit van Stellenbosch.
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Mak, Angela Ka Ying. "Adopting an identity-centered model in assessing and managing reputation : a case study in Peacehealth Group /." view abstract or download file of text, 2004. http://wwwlib.umi.com/cr/uoregon/fullcit?p3153793.
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Thesis (Ph. D.)--University of Oregon, 2004.Typescript. Includes vita and abstract. Includes bibliographical references (leaves 124-129). Also available for download via the World Wide Web; free to University of Oregon users.
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Adomavičiūtė, Vaiva. "Įmonės įvaizdžio keitimas remiantis vizualiniu identitetu." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080825_100749-57901.
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Baigiamojo darbo „Įmonės įvaizdžio keitimas remiantis vizualiniu identitetu“ pagrindinis tikslas – remiantis įmonės įvaizdžio ir vizualinio identiteto tarpusavio santykiu, atskleisti galimybę keičiant įmonės vizualinį identitetą pakeisti susiformavusį įmonės ��vaizdį ir, atlikus marketingo tyrimą, pritaikyti šią idėją realybėje. Teorinėje darbo dalyje pateikiamos įmonės įvaizdžio ir įmonės identiteto sąvokos, jos analizuojamos ir nustatomas jų tarpusavio ryšys. Plačiau aiškinamasi, kokie elementai sudaro vizualinį įmonės identitetą ir kaip keičiant susiformavusį įmonės vizualinį identitetą, galima pakeisti įmonės įvaizdį. Siekiant teorines žinias pritaikyti praktikoje, pasirenkama konkreti �����monės ir atliekamas marketingo tyrimas, renkant duomenis anketos pagalba. Tyrimo rezultatai parodo, kad vartotojų netenkina kai kurie įmonės vizualinio identiteto elementai, todėl nusprendžiama juos keisti. Taip pat atliekama įmonės vizualinio identiteto elementų panaudojimo analizė, kurios metu atskleidžiama neišnaudota vizualinio identiteto element�� panaudojimo galimybė. Siekiant tyrimų duomenis panaudoti praktikoje, parengiamas įmonės įvaizdžio keitimo vizualiniu aspektu projektas. Projektas rengiamas MS Project programos pagalba, nustatant reikiamus atlikti darbus, projekto išteklius, kaštus, laiko gaires, formuojant projekto komandą, pateikiant projekto biudžetą.The main purpose of the diploma paper “Corporate image changing with reference to visual identity” is to show up, in accordance with corporate image and visual identity correlation, an opportunity of making a change in company’s corporate image by changing its visual identity and to use this idea in reality, making a marketing research. In the first part of diploma paper there are presented concepts of corporate image and visual identity, analyzing them and finding relationship between them. A greater attention is given to the concept of visual identity and its elements, finding out, how it is possible to change corporate image by changing company’s visual identity. With a purpose to use theoretical knowledge in practice, the certain company is chosen, and a marketing research is made, using a questionnaire. The results of this research showed, that consumers are dissatisfied with some of company’s visual identity elements. There was decided to change these elements. Also there was made an analysis of the ways of using visual identity elements, finding not used opportunity of using visual identity elements. Collected data were used to make a project of changing company’s corporate image by visual aspect. Project was made using MS Project program, identifying works to do, the resources, the costs of project, forming a command of project and making a project budget.
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Link, Barbara. "Design der Bilder Entwicklung des deutschen Fernsehdesigns: vom Design über das Image zur Identity." Köln von Halem, 2007. http://d-nb.info/987220322/04.
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Aslam, Muhammad Bilal, Mirza Nafees Baig, and Sohail Sahms. "How to establish corporate brand?" Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-5975.
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Technology is becoming easy to imitate day by day thus the companies involved in technology need to invest on the soft points like branding. This will give a competitive advantage over the competitors which is not possible to imitate. Thus the overall purpose of this thesis is to investigate that how a company evolved b2b selling can establish corporate brand. So three research questions were addressed:
- What are the major components of corporate brand building process?
- How to establish corporate brand image with the customer?
- How effective corporate communication can enhance the corporate brand?
To reach the solution, Norden machinery as a case company was also studied. A theoretical framework was synthesized, based upon the different models and theories regarding the corporate brand building. The framework guided the authors through the entire research process.
Our empirical findings shows a quest in Norden to develop a corporate brand and during the analysis we found that the in some areas case company is following the components of brand building process that were described in the theoretical framework but there are some areas where the Norden has to improve as well.
Thus based upon the analysis it is concluded that a company can establish a corporate brand by following the brand building components vision, culture, brand objectives, brand personality, brand essence, creating brand image and corporate communication.
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Jansson, Felix. "Företagsidentitet & image - Valet av present- och profilreklam." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-6298.
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Syfte: Huvudsyftet med denna studie är att få en förståelse för vilken roll ett företags identitet och image har för valet av profilreklam. Metod: Studien är baserad på en kvalitativ undersökning där en fallstudie har gjorts av två stycken företag/organisationer som är köpare av profilreklam samt deras profilföretag. En tvärsnittsstudie har sedan gjorts av mottagaren av profilreklam. Resultat: Ett företags identitet och image har stor betydelse för valet av profilreklam, framförallt företagets strategi, kultur, design och marknadskommunikation. Begränsningar: Studien har endast undersökt två svenska företag/organisationer och deras profilföretag om hur de arbetar med att ta fram profilreklam. Praktiska implikationer: Resultatet i studien kan användas för att ta fram profilreklam som syftar till att stärka ett företags image som varumärke. Originalitet: Många forskare har undersökt företags identitet och image samtidigt som många har undersökt profilreklam i olika aspekter men få studier har kombinerat dessa två och sett vilken betydelse ett företags identitet och image har för valet av profilreklam. Nyckelord: Företagsvarumärke, företagsidentitet, företagsimage, presentreklam, profilreklam, give-aways.Objective: The main purpose of this study is to get an understanding of what purpose a corporate identity and image has for the choice of promotional products. Method: The study is based on a qualitative research and a case study has been made of two companies/organizations as buyers of promotional products and their profile companies. A cross-sectional study has been made of the receivers of promotional products. Results: A corporate identity and image have a big impact on the choice of promotional products, especially the company’s strategy, culture, design and market communication. Limitations: The study have only researched two Swedish companies/organizations and their profile companies on how they choice promotional products. Practical implications: The result in this study can be used to choose promotional products for the purpose to strengthen a company’s brand. Originality: Many researchers have studied corporate identity and image and many have studied promotional products in different aspects, but few have studied the combination of the two and looked at the meaning corporate identity and image has for the choice of promotional products. Keywords: Corporate brand, corporate identity, corporate image, promotional products, give-aways.
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Růna, David. "Význam corporate designu pro firemní komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15903.
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Thesis is focused on corporate identity with accent on corporate design. It describes roles and relationships among particular components of CI. More detailed is aimed at corporate design. Practical part of thesis describes redesign process and presents results of research on this theme.
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Crafford, Anne. "Identity in organisations : a methodological study." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97031.
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Thesis (DPhil)--Stellenbosch University, 2015.ENGLISH ABSTRACT: This study examined organisational identity from a substantive and methodological point of view. With the burgeoning interest in the organisational identity construct, there have been a multitude of perspectives and meanings associated with the term. These perspectives formed the basis of three juxtapositions used to evaluate the nature of knowledge generated by various research designs used to study organisational identity. These designs included survey design, content analysis, case study design, ethnography, narrative analysis and discourse analysis. I concluded that the choice for a particular research design does constrain or make possible the generation of different types of knowledge regarding OI. The effect of design type has long been suspected and argued for, and this study provides further substantiation for this view. The choice of research design is not a neutral one but plays an integral role in the nature of the knowledge generated, and should be taken seriously as part of the research process. Also from a methodological perspective, the aim was to explore whether an Internet-based, open-ended qualitative survey could provide a suitable description of organisational identity, and whether it would be possible to develop identity narratives from these responses. Data was gathered in a South African based multi-national engineering firm, the result of a recent merger of two engineering firms. Based on the responses to the survey, I was able to develop descriptive narratives of each of (what had been termed) the heritage organisations, each narrative comprising a series of inter-related identity statements capturing various facets of organisation identity. Three broad narratives for each heritage organisation dealt with the nature of the organisation and its position in the market, the importance of the profession and clients, and the value of people in the organisation. Given the pervasive nature of technology, and that work in many corporate and professional settings is conducted via the internet, an internet-based qualitative survey allows information regarding organisational identity to be gathered fairly easily. The research undertaken in this study thus adds to the body of knowledge surrounding the use of a web-based qualitative survey in accessing organisational identity, and suggests that this form of data gathering in the organisation can be successful, provided that participants are computer literate and have access to the Internet. The organisations in question were chosen as merger partners due to their similarity, and using the descriptive narratives developed from the survey, I was able to examine the question of distinctiveness in similar organisations, which has not yet been addressed. Despite the similarities, the identity of both organisations was arguably distinct, and this could be traced to two factors. The first was an element of social actor, in this case the size of the organisation, which coupled with other factors influenced organisation identity in very specific ways. Secondly, distinctiveness arose from the construction of meaning around specific elements of the social actor by members of the organisations. Thus, much like personal identity, organisational identity is associated with similarity and difference (Buckingham 2008).
AFRIKAANSE OPSOMMING: g Hierdie studie het ten doel gehad om the konsep van organisasie-identiteit te ondersoek vanuit ‘n substantiewe en metodologiese hoek. Die groeiende belangstelling in die konstruk van organisasieidentiteit, gee aanleiding daartoe dat meervuldige perspektiewe en betekenisse aan die term gegee word. Hierdie verskillende perspektiewe vorm die basis van drie naasmekaarstellings wat gebruik word om die aard van kennis, wat geskep word deur verskillende navorsingsontwerpe in die studie van organisasie-identiteit, behoorlik te bestudeer. Hierdie navorsingsontwerpe sluit in opnamestudies, inhoudsanalise, gevallestudies, etnografiese studies, teksontledings en diskoers analise. Ek het tot die gevolgtrekking gekom dat die keuse van ‘n bepaalde navorsingsontwerp weliswaar beperkend of fasiliterend van aard kan wees in die skep van verskillende kennisbasisse rondom organisasie-identiteit. Die impak van die tipe navorsingsontwerp word lankal reeds vermoed, en hierdie studie lewer verdere ondersteuning vir hierdie standpunt. Die keuse van ‘n navorsingsontwerp is nie neutraal nie maar speel ‘n integrale rol in die aard van die kennis wat geskep word en behoort aandag te geniet in the navorsingsproses. Vanuit ‘n metodologiese perspektief was die doelwit ook om te bepaal of ‘n internet-gebaseerde, oopeinde kwalitatiewe opname, ‘n toepaslike beskrywing en begrip van organisasie-identiteit kan lewer en of dit moontlik sou wees om identiteits-ontledings vanuit hierdie response te genereer. Data opnames is gedoen in ‘n Suid-Afrika-gebaseerde internasionale ingenieurskonsultasiefirma, wat bestaan uit twee saamgesmelte firmas. Die response uit die opname het my toegelaat om beskrywende narratiewe van beide die oorspronklike organisasies te ontwikkel. Elk van hierdie bestaan uit ‘n reeks van interafhanklike stellings oor identiteit wat die verskeie fasette van organisasie-identiteit verwoord. Daar was drie narratiewe vir elkeen van die oorspronklike organisasies en hierdie het gefokus op die aard en markposisionering van die organisasie, die belangrikheid van die professie en kliente en die waarde van mense binne die organisasie. Gegewe die deurtastende aard van tegnologie in veral korporatiewe en professionele omstandighede, sal ‘n internet-gebaseerde kwalitatiewe opname die verkryging van inligting rondom organisasie identiteit vergemaklik. Die navorsing onderneem in hierdie studie dra dus by tot ons begrip van die toepassing van internet-gebaseerde kwalitatiewe opnames in die taksering van organisasie identiteit. Dit dui aan dat hierdie vorm van data-insameling in ‘n organisasie sukesvol kan wees indien die respondente rekenaarvaardig is en toegang tot die internet het. Die organisasies wat in die studie gebruik is, het tot ‘n groot mate saamgesmelt aan die hand van hulle soortgelyke aard en waardes. Deur die beskrywende narratiewe te gebruik wat uit die opname ontwikkel is, kon ek die vraagstuk van onderskeidenheid in soortgelyke organisasies ondersoek, wat tot op daardie stadium nie gedoen was nie. Ongeag die ooreenkomste, is bevind dat die identiteit van beide die organisasies wel merkbaar verskil en dat dit toegeskryf kan word aan twee faktore. Die eerste hiervan is geeien as ‘n sosiale agent, in hierdie geval die grootte van die organisasie, wat tesame met ander faktore die organisasie-identiteit op spesifieke manier beinvloed het. Die tweede faktor onstaan uit die konstruksie van betekenis rondom spesifieke elemente van die sosiale agent deur lede van die organisasies. Dit is dus duidelik dat organisasie-identiteit, soos persoonlike identiteit, geassosieer word met ooreenkomste en verskille (Buckingham 2008)
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Fouché, Elizma. "Colour as communication in selected corporate visual identities / Elizma Fouché." Thesis, North-West University, 2003. http://hdl.handle.net/10394/335.
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A logo lies central in an organisation's visual identity system and it is a way of
communicating fundamental aspects about the organisation, such as the
organisation personality or the organisation's mission and vision. The logo, or
corporate visual identity, could be seen as the organisation's visual shorthand
that summarises these fundamental aspects. A design element such as
colour can be an expressive tool in terms of visual identity. The use of a
particular colour in the logo of an organisation conveys a specific message
about that company's identity and personality through the meaning and
symbolism that is attached to the colour. The corporate colour scheme of an
organisation can also aid in communication without being displayed in context
of the visual identity. The combination of both verbal communication such as
text, and visual communication such as images, through a design element like
colour, could provide an effective method of conveying information.
The nature of this study is descriptive. It examined the role played by colour
in an organisation's visual identity as a communication tool. The study
followed a qualitative approach, making use of a literature study and a case
study approach. In the literature study, the role of the graphic designer, the
visual identity and a design element like colour in the context of corporate
communication were examined. The sources of evidence used for the case
study approach, were questionnaires, as well as a colour analysis of the
corporate colour schemes of each of the selected case organisations as
utilised in their visual identities.
The research project attempted to determine the role of colour as
communication, as well as the motivation behind the use of a particular colour,
should such a motivation exist, and the communication intended behind each
colour. The project also attempted to determine the target markets at which
the communication is aimed; the research done by each of the case
organisations regarding colour symbolism and the suitability of the colour
regarding the target markets; and the importance attached to colour as a
communication tool. These questions were investigated through the use of
the questionnaires. The colour analysis was done to function as a control
mechanism to, for example, determine whether the intended message behind
colour correlated to the perceived message as determined by the colour
analysis.
The results from the questionnaires and colour analysis used in the study
showed that colour does play an important role in the selected case
organisation's visual identities. The results of the study also found, however,
that regardless of how important colour was viewed as a method of
communication by the respondents, certain factors exist which influence the
effectiveness of colour as a communication tool.Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2004.
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Black, Susan. "The influence of identity and image on organizational legislative management processes." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2000. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape2/PQDD_0014/NQ56217.pdf.
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Elaies, Rosol, and Amanda Schreck. "The Influence of Internal Corporate Communicationson Brand Pride: A case study." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387342.
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The purpose of this paper is to get a deeper understanding of brand pride as a phenomenon and acompany’s influence on employees’ brand pride through their internal corporate communicationsprocesses. In order to do this, both primary and secondary data were collected and analyzed using a qualitative case study approach. A case company was chosen based on a previous internal surveythat showed that the company’s employees exhibited brand pride. Semi-structured interviews were conducted and documents from the case company were collected in order to analyze according to the analytical model that was developed out of the theory. It was concluded that internal corporate communications processes can contribute towards brand pride in three ways: through clear and explicit communication, repetitive communication, and in matching internal and external communications. It was also found that employees identify with the corporate identity, and thus experience brand pride, differently, contributing towards two types of brand pride: collective and personal brand pride.
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Karlsson, Daniel, and Daniel Darnfors. "Towards a new paradigm in market segmentation : A case study of how corporate identity and image are influenced by market segmentation." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19272.
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Abstract The purpose of this report was to study if market segmentation could influence the corporate identity and indirectly the image of a company. The relevance of this purpose was due to a lack of development of the market segmentation theory in a long period of time. There are many authors in this area of research, but not much of a consensus between them. This report therefore delves deeper into one of these market segmentation theories in order to verify the multi-segmentation theory. During the process of investigation the management of four music festivals were interviewed to see how they use their market segmentation. Several interviews were done with one or more individuals of the organizations. The findings are two-folded. The use of multi-segmentation was proven through the interviews with the festivals. All four festivals used several different market segmentation variables, all focusing greater understanding of the values and personalities of their target group. The most interesting finding is that from the greater understanding of their customers, the festivals have been able to identify an identity with their target group. Their respective corporate identities have then been build around their target group identities in order to reflect the customers values and believes. This concept of a target group identity may have great impacts on the customers’ perception of the corporate identity and image.
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Adamsson, Emelie. "Forming and Communication of an Environmental Identity and Image : The Case of Riksbyggen." Thesis, Södertörns högskola, Institutionen för livsvetenskaper, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16705.
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Stakeholder demands on corporations to take environmental responsibilities are increasing and an environmentally responsible image could add values such as competitive advantage and a better reputation. To create a favorable image the corporation needs to develop a strong and sincere environmental identity that involves the whole organization. The identity is the way that the organization perceives itself and its self-expression and an environmental identity is one of the multiple identities that an organization can have. Communication is important both internally for establishing the identity and externally to create an environmentally responsible image. The organizational members need to be informed and involved in the responsibilities that the corporation is taken to be able to communicate them further to important external stakeholder groups. This thesis connects theories on corporate and organizational identities with organizational communication, culture and image to explain how the environmental identity and image is constructed. A case study has been conducted on a large Swedish company in the building and property management industry, Riksbyggen. The empirical material has mainly been gathered from interviews and also from participant observations. Nineteen employees and one consultant involved in the environmental communication process were interviewed individually or in focus group. The results showed that the case study organization had created a strong corporate environmental identity with clear visions and symbolic representations. However, the organizational environmental identity where the organizational members identify with the environmental activities was not yet developed fully. One reason behind this is the lack of dialogue opportunities in the organization, which means that the corporate identity is communicated from a top-down perspective. An environmentally responsible image was not established at organizational level either, even if some local initiatives had been successful.
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BAUSER, PAUL J. "HIGH ASPIRATIONS: THE SKYSCRAPER AS A CORPORATE ICON." University of Cincinnati / OhioLINK, 2005. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1116273955.
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Larsson, Linnea, and Kristin Pehrsson. "Snabbare, smartare och hungrigare? : En fallstudie av företagsidentiteten på Academic Work." Thesis, Södertörn University College, School of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-2204.
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Problem: How should a company act to sustain a strong identity and thereby a strong brand image when operating in a changeable world?
Purpose: The purpose of this thesis is to analyze whether the corporate identity of Academic Work is strong or fragmented. Further more this thesis aims to give recommendations on how the company could continue working to maintain a strong brand image.
Methodology: The thesis is a case study of Academic Work. The study is based on data collected from interviews, a poll as well as data from the company website. The thesis does not intend to generalize but rather it aims to give a deeper understanding and a greater knowledge within the field.
Theoretical perspectives: The theoretical base of this thesis is the Vision, Culture & Image Model by Hatch and Schultz. Organizational Identity Construction Model by Lane and Scott, and Service marketing model by Grönroos.
Empirical findings: The empirical section contains a summary of the conducted interviews as well as a compilation of the poll.
Analysis & Result: The study shows that the corporate identity of Academic Work is strong due to the fact that image, vision and corporate culture are coherent. In addition employees share company values and experience identification with corporate goals and vision. Furthermore the company successfully communicates the business plan and ideas about personnel through external-, internal- and interactive marketing.
Conclusion: The study shows that companies should work towards a strong company culture where employees on a personal level share company values. Managers should try to motivate employees in working towards company goals. The company must have an image that is coherent with reality. Also they must be aware of its strengths and weaknesses. The company needs an internal, external and interactive communication that works successfully. These working methods contribute in strengthening the corporate identity and will give a strong brand image.
Problem: Hur skall ett företag som verkar inom en föränderlig omgivning arbeta för att upprätthålla en stark identitet och därmed en stark image för sitt varumärke?
Syfte: Syftet med uppsatsen är att genom en fallstudie analysera om företagsidentiteten på
Academic Work är stark eller fragmenterad. Syftet är även att ge rekommendationer till företaget för hur det kan arbeta för att bibehålla en stark image för sitt varumärke.
Metod: Uppsatsen består av en fallstudie av bemanningsföretaget Academic Work. Studien behandlar data insamlat från enkätundersökning, intervjuer, samt material från företagets hemsida. Uppsatsen har en kvalitativ ansats som inte syftar till att leda till några generaliseringar eftersom det är en fallstudie. Istället syftar uppsatsen till att ge en djupare förståelse och en större kunskap inom området.
Teori: Uppsatsens teoretiska underlag utgörs av Vision, Culture & Image Model som författas av Hatch och Schultz. Organisational Identity Construction Model, författad av Lane och Scott, samt Modell för tjänstemarknadsföring, författad av Grönroos.
Empiri: Empiriavsnittet består av en sammanfattning av de intervjuer som genomförts samt en sammanställning av svaren från enkätundersökningen. Dessa går att finna i fulltext i bilagorna.
Analys & Resultat: Studien visar att företagsidentiteten på Academic Work är stark eftersom image, vision och företagskultur är nära sammanlänkade. Arbetsgruppen identifierar sig med företagets identitet och delar på ett personligt plan företagets normer och värderingar. Dessutom lyckas företaget kommunicera ut sin affärsidé och personalidé effektivt genom den externa, interna och interaktiva marknadsföringen.
Slutsats: Undersökningen visar att företag bör arbeta för att ha en stark företagskultur där medarbetarna på ett personligt plan delar företagets normer och värderingar. Ledningen bör även arbeta aktivt för att motivera de anställda att jobba mot företagets mål. Företaget bör ha en effektiv kommunikation både internt, externt och interaktivt. Dessa sätt att arbeta inom ett företag bidrar var för sig till att stärka företagets identitet och ger en stark image av varumärket.
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Karpavičiūtė, Kristina. "UAB „Sabelijos prekyba“ reputacijos kūrimas: problemos ir galimybės." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080825_111437-49186.
Full textAbstract:
Šiandien vis garsiau kalbama apie augantį poreikį kryptingai, sistemiškai ir apgalvotai valdyti organizacijos reputaciją. Tad šio darbo siekiamas tikslas: ištyrus UAB „Sabelijos prekyba“ darbuotojų požiūrį į reputacijos valdymo svarbą ir aktualumą, pasiūlyti įmonei strateginį reputacijos valdymo modelį. Darbe ne tik analizuojamos mokslinės literatūros šaltinių teorinės nuostatos apie organizacijų reputacijos formavimo modelių aspektus, tačiau, remiantis projekto „Gerbiamiausia Lietuvos įmonė 2008“ vertinimo metodika, atliekamas ir UAB „Sabelijos prekyba“ darbuotojų požiūrio į reputacijos kūrimo ir valdymo svarbą vykdant kompanijos veiklą tyrimas. Gauti rezultatai rodo, jog UAB „Sabelijos prekyba“ netaiko atskiros, konkrečios strategijos įmonės reputacijos kūrimui, o nuolat kintantis įmonės personalas yra silpnoji grandis kuriant teigiamą kompanijos reputaciją. Tad trečioje darbo dalyje, remiantis viešojo sektoriaus organizacijų veiklos tobulinimusi, taikant įsivertinimą pagal Bendrąjį vertinimo modelį (BVM), siūloma pastarąjį adaptuoti ir pritaikyti strateginiam UAB „Sabelijos prekyba“ reputacijos valdymo modelio sudarymui, kuris suteiktų organizacijai galimybę įsivertinti ir tobulinti savo veiklą norint suformuoti teigiamą kompanijos reputaciją.Strategical management and control of corporte reputation plays a big role in all over the world. Therefore the purpose of this paper is to analyse the employees attitude of JSC „Sabelijos prekyba“ to the importance of controlling company reputation and propose the strategic corporate reputation management model. This paper reviews the conceptual development of the corporate reputation process and also analyses the employees attitude of JSC „Sabelijos prekyba“ to the importance of controlling company reputation. The findings shows that JSC „Sabelijos prekyba“ heavily has any strategy how to manage and control it‘s corporate reputation. For this reason, in the third part of this study the new strategic corporate reputation management model is proposed which is based on Common Assessment Framework (CAF) model, developed by European Institute of Public Administration (EIPA) for the public service institutions in the EU Member States.
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Nordqvist, Björn. "Vad påverkar hur människor ser på ett företag? : En studie av relationen mellan ett företags identitet och dess rykte." Thesis, Uppsala universitet, Institutionen för informatik och media, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-308454.
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The purpose of the study is to examine the relationship between an organization's identity and its corporate reputation. The organization in focus is a Swedish travel agency. Although identity and reputation has been studied separately before, they are closely connected and have synergistic effects, in that they affect each other. Connecting the two fields can benefit both the profession and research. Not only that, it is also expected to occur as a result of the development of technology, where the internet has made it possible for organizations to communicate through their own channels and describe how they think about themselves, and thus affect the way they want to be perceived. To analyze the organization's identity and corporate reputation, and the relationship between them, the study uses a model developed by Huang-Horowitz and Freberg. To achieve the purpose, data is collected by two methods, qualitative text analysis and semi-structured interviews. The result shows that the organization's identity and reputation interact in a succesful way in two of three categories. A challenge for the object of study is to distinguish itself from its competitors, as the results shows.
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Kohout, Pavel. "Prezentace České republiky v rámci Evropské unie." Master's thesis, Vysoká škola ekonomická v Praze, 2006. http://www.nusl.cz/ntk/nusl-77298.
Full textAbstract:
Práce analyzuje současný stav prezentace ČR v zahraničí a její význam v 21. století. Základem je podrobná analýza struktury orgánů státní správy, forem a obsahu jejich aktivit, míry celkové koordinace. V souvislostech práce dále zkoumá vliv aspektů image na sílu značky ČR a důvody pro provedení koncepčních změn. Zabývá se otázkou použití jednoslovného názvu ČR v zahraničí. Charakterizuje Koncepci jednotné prezentace ČR, její cíle, směry a nástroje. Popisuje již realizované kroky - jednotný vizuální styl ČR, jeho vznik, podobu, vizi a nový internetový portál ČR.
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Bauerová, Marie. "Vizualni komunikace firmy a firemni styl." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113681.
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The goal of my thesis is to evaluate the current status of visual communication and Corporate Identity of LABORATOIRE BIODERMA CZECH REPUBLIC s.r.o. based on the analysis and to find out whether the Corporate Identity is together with visual communication of this company appropriately designed and to expose their weaknesses. The goal is to find out how the public perceives the brand "BIODERMA", what the opinion of the brand and its competitors is, what brand knowledge and awareness is and how the company communicates, especially visually. Based on the results of research, which were realized by method - polling via the online questionnaire, I propose the appropriate recommendations and the solution of discovered deficiencies. My thesis should be also benefit for other companies besides the company BIODERMA. I show a manual how correctly to use visual communication, I explain the meaning of visual communication, what kind of various forms exist today, what the trends are, how it relates to Corporate Identity and what Corporate Identity is. This thesis provides a consistent view on the problems of visual communication of companies and Corporate Identity, because these two terms are closely related.
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Andersson, Marie, Sanna Jörgensen, and Johanna Olsson. "App-to-date : – A study about how mobile applications can help companies to get an image that fit their corporate identity." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13229.
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Background: The number of smartphones has increased rapidly in the last years. With the expansion of smartphones came the increased development and use of mobile applications. Companies market their company through applications because they want to reach, inform and remind their customers. Depending on the companies, its size and the industry, companies have different purposes with their apps. Purpose: We intend to study how mobile applications can help companies to get an image that fit their corporate identity Method: Our thesis is based on multiple case studies of three Swedish companies. We have chosen to use a qualitative research method. We have gathered our empirical data by doing telephone interviews and focus groups. Conclusions: Consumer form their image trough reputation, communication and experience. Building a strong corporate identity is the main factor that helps to improve a company’s image. The use of mobile applications can both improve and worsen a company’s image. It is therefore necessary that the application is well made and has a clear connection to the identity to be able to improve an image. Suggestions for further research: A more extensive industry study could be done, by adding more companies. Other age segments could be studied. The influence of mobile applications that cost could be studied. It could also be interesting to study consumers that had downloaded the mobile applications on their own will.
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Gustafson, Sofia, and Tony Hjärtström. "Kan företag kontrollera sitt varumärke online? : En kvalitativ studie om villkoren för marknadskommunikation i sociala medier." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20629.
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Purpose: This study aims to investigate the conditions that prevail when companies put their marketing in social media with the purpose of creating a perception of the risks and opportunities it brings to businesses and ultimately how it may affect the corporate image and identity. Theories: The basis of the problem area are presented through a theoretical framework with the purpose of highlighting the notions of social media, communi- cation, marketing communication, groundswell, corporate identity and image. Methodology: To investigate the research questions this study adopted a qualitative approach in which the authors study the properties of a phenomenon in order to seek a deeper understanding of the problems we have presented. There is an exploratory approach to knowledge and the authors have chosen to conduct qualitative research interviews based upon three themes: driving forces, challenges and impacts. Conclusion: The study revealed that traditional models of communication are no longer applicable in social media. Companies are up for a challenge and must clarify their sole purpose when establishing communication in the social landscape. The general motivation for marketing in social media is making profit, however, building relationships is not a natural motive for most companies. The risks companies expe- rience is the exposure caused by social media and the study also reveals that this fear is firmly attached to their lack of knowledge of these new channels of communicat- ion and their primary areas of use which indicates that skilled employees plays a vi- tal role with their use of social media in their communication process. The results of this study contribute to an important part of the media and communication science research as it highlights and compares the components of the communication pro- cess in social media over traditional marketing communication.
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Bendig, Tim. "Image-Malus des Handels : eine empirische Analyse /." Frankfurt am Main [u.a.] : Lang, 2006. http://www.gbv.de/dms/zbw/506307891.pdf.
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Mikšovská, Klára. "Image OSA." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-150356.
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The aim of this thesis is to analyze the basic elements that affect the image of the Society for the Protection of the Rights of Music Authors and Publishers (in Czech OSA). Based on a study of professional literature it identifies the basic segments of corporate identity, which represent the starting point for building the organization's image and which is further analyzed in detail. Although OSA is not a typical company operating in a market environment (mainly due to its monopolistic position in the Czech Republic), it has something to do with creating a positive organization's image and the so called "goodwill" as well as it have typical profit organizations. The purpose of this analysis is not only to identify the key elements that affect the image of OSA, but also to outline activities that should be followed when creating a positive image. The document works with both recommendations in general terms, so the suggestions in specific areas.
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Jurečka, Pavel. "Firemní kultura." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-7494.
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Presented thesis describes theme "Corporate culture" in business organization. It gives the overview of theoretical approaches of different authors about points at issue corporate culture. In thesis are depicted topics such as factors of direction and control, motivation and organizational structure. It narrates the way from identity to image of business organization. Practical part is devoted to analysis of corporate culture in organization WEBCOM-AXPERIENCE a.s. and the main aim is to suggest precautions, which will better contribute to accomplishing the organizational long-range goals.
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Lidström, Johanna, and Julie Castaing. "Corporate Social Responsibility som ett profileringsverktyg : En fallstudie av Holtab ABs CSR projekt "El i Jyamrung"." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20279.
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Bakgrund: Företag världen över har börjat fokusera mer på ansvarstagande och att arbeta för ett mer hållbart samhälle samtidigt som de inser att det kan skapa lönsamhet. Ansvaret som implementeras i företagsverksamheten kallas för Corporate Social Responsibility och har blivit ett sätt att skapa innovation, värde och konkurrensmedel. Det är inte längre frågan om företag ska arbeta med CSR utan hur. Syfte: Syftet med uppsatsen är att skapa förståelse för hur medarbetares samt kunders image av företaget Holtab AB har påverkats av det genomförda CSR projektet. Vi vill även undersöka hur företagets profilering av CSR projekt kan förbättras. Metod: Uppsatsen är en fallstudie av företaget Holtab AB. Vi har utgått från den kvalitativa metoden då vår empiri består av 15 intervjuer från 23 respondenters uttalanden samt information från CSR utbildning vilket har skapat förutsättningar för en tolkande analys. Slutsatser: Vi har kommit fram till att majoriteten av medarbetarnas image av Holtab inte har påverkats av det genomförda projektarbetet ”El i Jyamrung” samtidigt som några av kundernas image har påverkats av projektet. En bidragande orsak till varför samtliga medarbetares och kunders image inte har påverkats av företaget är på grund av en bristande intern- och extern kommunikation av projektet.Companies worldwide have begun to focus more on Corporate Social Responsibility, which has become a way of creating innovation, value and a competitive advantage. It is no longer a question if your company should work with CSR, it is a question of how. The aim of this study is to create an understanding of how employees and customers image of the company Holtab AB has been affected through their CSR project “El i Jyamrung”. We also want to discuss how the profiling of CSR project can be improved. The study is based on a qualitative case study of the company Holtab AB where the creation of the empirical data is collected from 15 interviews based on 23 individuals’ statements and from a three-day course of Corporate Social responsibility. Our empirical data collection has created conditions for an interpretive analysis. We have come to an understanding that the majority of the employees’ image of the company has not been affected by the CSR project, “El I Jyamrung”, but where some of the customers’ image has been affected by it. A contributing factor for this is due to the lack of internal and external communication of the project itself.
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Lyppert, Emma, and Wahle Li Malmberg. "Att skapa en image genom butikens miljö." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12707.
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Increasing competition in the market place has made business ever tougher for the multibrand store. In order to create new customers as well as keeping existing customers loyal, companies must create and maintain a strong brand identity and project a strong brand image within their chosen segment. By successfully working with the image companies can create brand recognition and confidence in the brand among customers. By actively aligning the communication of the brand and its image to the image and desires of its customers a company can create a greater brand recognition and loyalty among the customers. But how does a successful communication of the brand image and identity work? Our thesis is based on a case study of a multibrand store focusing on how identity can be communicated through a unique and well put together store environment. We have looked at how they project and communicate their brand image and identity through their shops and how that communication is perceived by their customers.The main purpose is to find out if the corporate image is congruent with the identity of the company. The study is based on interviews with the area manager of the stores in the Gothenburg area and interviews with eight of the stores customers. The questions are focusing towards the identity of the company, communication, image and trust based on the company and the T w ’ importance. The company in focus in this study has achieved a strong level of loyalty for its customers through managing the store design, assortment and service. The result shows that an inspiring store is strong enough for establishing a corporate identity.Keywords:Det har blivit allt tuffare för klädbutiker att vara framgångsrika då det ständigt etableras nya konkurrenter som vill positionera sig på marknaden. För att åstadkomma trogna kunder krävs det att företaget har en stark identitet och image. Genom att skapa en bra image kan företaget etablera ett starkt igenkännande hos kunderna. Det kan resultera i att kunderna känner tillit till butiken. Imagen bygger på kundernas bild av företaget. Att arbeta aktivt med hur företagets identitet kommuniceras kan leda till överensstämmelse mellan identiteten och imagen, vilket är företagets mål för en lyckad konkurrensstrategi. Men vad är en effektiv kommunikation av företagets identitet till kunderna? Uppsatsen bygger på en fallstudie av en multibrandbutik med fokus på hur butiken kommunicerar ut sin identitet genom sin unika och välarbetade butiksmiljö. Syftet är att ta reda på om den image som företagets befintliga kunder uppfattar stämmer överens med företagets identitet. Undersökningen baseras på intervjuer med företagets regionchef för butikerna i Göteborgsregionen och intervjuer med åtta av butikens kunder. Intervjufrågorna fokuserar på företagets identitet, kommunikation, image och förtroende utifrån företagets och kundernas perspektiv. Resultatet visar att hur man kommunicerar via butikens miljö är viktigt. Företaget i vår studie har lyckats skapa ett starkt förtroende hos sina kunder genom att de arbetar aktivt med butikens inredning, sortiment och service. Det visar sig att en inspirerande butiksmiljö är stark nog för att förmedla företagets identitet.