Dissertations / Theses: 'Internal branding'

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Klemets, Emelie, Azra Blazevic, and Agevall Anna Svensson. "Internal Branding : Understanding Brand Values." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19242.

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Purpose- The purpose of the study was to investigate how employees perceive and understand their company brand values. The aim was to show the importance of internal branding when communicating brand values in an organization to employees. Design/methodology/approach- The methodology used in this research was a quantitative survey study. Three warehouses were chosen for the study, in Älmhult, Helsingborg and Malmö. The sample was 129 employees and questionnaires were handed out to them. The data from the questionnaires were analyzed in the data program SPSS. Findings- Result from the study shows that the employees have a good understanding and share a mutual perception about the brand values. Although the employees have good knowledge the study shows that they are not committed on a personal level to the brand values. Since internal branding is about implementing the brand values with the employees the result shows that the internal branding is not as embedded as it should be in the organization. Research limitations and implications- Due to the timeframe given, the research was a cross- sectional study. A suggestion for future research is to do a longitudinal design in order to see changes over time. A theoretical implication is given to the two concepts of brand citizenship behavior and brand commitment since the results in this research are different from other studies. For the managerial implications, the commitment to the brand should be taken into consideration in the internal branding process. Originality/ value- The value that this study brings is to the internal branding process by showing the lack of brand commitment even though the knowledge about the brand values are high.

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Lionikaitė, Jūratė. "Modelling of Internal Country Branding." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2013~D_20140114_101807-37096.

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In the presence of globalization countries increasingly implement various initiatives associated to branding to effectively compete in the global market of capital, labour and knowledge. Most of these initiatives are focused on external markets – they are designed to attract foreign investors, tourists, talented people, etc. However, scientists increasingly emphasize the internal audiences’ importance, efforts to involve internal audiences in the process of country branding has recently emerged also in practice. Nevertheless, it was noted that the concept of internal country branding has not yet been established, its logic has not yet been explained, inconsistent use of definitions has been dominated and therefore it is suggested that the conceptualization and modelling of internal country branding is a relevant research problem. In this dissertation the internal country branding was approached from different perspectives. Results of the analysis of scientific literature on the country and internal branding allowed formulating an initial understanding about the concept of internal country branding. In order to provide solid empirical backgrounds for the conceptualisation and modelling expert and internal audiences’ opinion survey as well as analysis of the context related to internal branding created by the countries and spread in the internet were implemented. Summarizing the results a conceptual model of internal country branding was constructed. The model explains the... [toliau žr. visą tekstą]
Globalizacijos akivaizdoje vis daugiau valstybių imasi su ženklodara susijusių iniciatyvų siekdamos efektyviau konkuruoti pasaulinėje kapitalo, darbo ir žinių rinkoje. Dauguma tokių iniciatyvų yra orientuotos į išorines rinkas – jos skirtos pritraukti užsienio investuotojus, turistus, talentingus darbuotojus ir pan. Vis dėlto, įvairius valstybės ženklodaros klausimus nagrinėjantys mokslininkai vis dažniau akcentuoja ir vidinių auditorijų svarbą, pastangos vidines auditorijas įtraukti į vietovės ženklodaros procesą pastaruoju metu ryškėja ir praktikoje. Nepaisant to, pastebima, jog valstybės vidinės ženklodaros samprata dar nėra nusistovėjusi, nepaaiškinta jos logika, nenuosekliai vartojamos sąvokos, todėl teigiama, jog valstybės vidinės ženklodaros konceptualizavimas ir modeliavimas yra aktuali mokslinė problema. Šiame disertaciniame darbe valstybės vidinės ženklodara nagrinėjama iš keleto perspektyvų. Išanalizavus mokslinę literatūrą valstybės ir vidinės ženklodaros tematika suformuluota pradinė valstybės vidinės ženklodaros samprata. Konceptualiajam modeliavimui tvirtesnius pagrindus suteikė atlikti empiriniai ekspertų ir valstybių vidinių auditorijų nuomonės bei valstybių kuriamo su vidine ženklodara susijusio konteksto virtualiojoje erdvėje tyrimai. Apibendrinus tyrimų rezultatus sudarytas konceptualusis modelis, aiškinantis valstybės vidinės ženklodaros logiką ir pagrindinius elementus. Remiantis sudarytu modeliu atliktas Lietuvos Respublikos vidinės ženklodaros... [to full text]

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Caster, JoAnna, and Dana Linnes. "Internal Branding in Multinational Firms : A gap analysis of internal stakeholder perceptions." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26195.

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Authors: JoAnna Caster & Dana Linnes Tutor: Setayesh Sattari Title: Internal Branding in Multinational Firms- A Gap Analysis of Internal Stakeholder Perceptions Background: As globalization increases, the topic of internal branding has grown in popularity, particularly as a way for firms to secure a competitive advantage in the global marketplace. The topic is quite new however, and there are many aspects that have not been fully explored, including the influence of internal stakeholder perceptions on a firm’s internal brand and related support activities. Purpose: The purpose of this research study is to 1) identify whether a gap exists between employee and manager perceptions of a firm’s internal brand and internal branding activities and 2) investigate the influence of a firm’s country of origin on those perceptions. Delimitations: The study was limited to only medium and large sized firms that have international operations. Additionally, only internal stakeholders were included in the study and the research was limited to respondent’s perceptions, and not necessarily the actual internal brand and related supporting processes or structures. Method: The research was qualitative and data was collected via 24 in-depth interviews of managerial and non-managerial employees at 10 medium and large sized firms. The data was then analyzed using a pattern-matching technique. Conclusions: Perceptions of both managerial and non-managerial employees did not indicate significant gaps, however there seemed to be an unclear understanding of what an internal brand is and what respondent’s firm’s internal brand represents. Also, the country of origin did not have a significant influence on those perceptions, as most respondents indicated that they perceived their firm’s internal brand as primarily “global.” Keywords: internal branding, internal brand, international marketing, marketing strategy, stakeholder perceptions, internal marketing orientation, human resource management, country of origin

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Almgren, Daniel, Peter Ek, and Oliver Göransson. "The Relationship Between Internal Branding and Affective Commitment." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19388.

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Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to become and stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it becomes naturally important to align the customer contact employees with the company brand to ensure consistency in all communication externally. For a service firm employee to fully enact the brand and display on brand behavior outwards it is pivotal to make them truly committed to the brand and organization. Internal branding processes have been shown to be an enabler of employee commitment to the organizational brand. While internal branding is stated to have a connection to commitment, the concept as such is according to Meyer & Allen (1991) constituted by three dimensions, normative, affective and continuance commitment. The bulk of the existing research has so far focused on internal branding and commitment as a single construct and not these dimensions. Much of this research is in addition limited to a few service sectors.The aim of this study was to determine the components of internal branding in order to clarify the relationship between internal branding and brand commitment of customer contact employees. The empirical investigation was conducted in the retail sector from the perspective of the customer contact employee by the use of a self-completion questionnaire measuring the affective commitment of the employees and the presence of the internal branding activities. The conceptual model for the study shows hypothesized positive relationships between the four internal branding activities and affective commitment. However, while all internal branding activities were significantly present, only three of these were found to have a significant positive relationship to affective commitment, excluding internal communication.The conclusions of this study gives managers of customer contact employee’s insights about how to enable affective commitment through the use of internal branding. Our results show that brand oriented training, recruitment and leadership all have a significant impact on affective commitment of customer contact employees. Although they had similar Beta values, brand oriented leadership showed a slightly higher predicting power indicating that leadership can play a greater role regarding the affective commitment of customer contact employees.

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Harris, Fiona J. "Internal factors affecting brand performance." Thesis, Open University, 2002. http://oro.open.ac.uk/19913/.

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In terms of effective branding, several recent trends have indicated the need for greater attention within the organisation than has traditionally been the case. With increased emphasis on corporate branding, the team responsible for managing a brand is becoming larger and more diverse and all staff, as the corporate brand's representatives, affect consumers' perceptions of the corporate brand. Furthermore, the shift in emphasis in the literature from the externally perceived brand image to the internally created brand identity entails actively creating how an organisation wishes to be perceived. To project a consistent corporate brand successfully to consumers, all staff need to have congruent perceptions about the brand's identity. The aim of this research was to identify internal factors influencing brand team members' and consumer-facing staffs perceptions of their brand's identity and the impact of these factors and perceptions on consumers' perceptions and brand performance. A conceptual model was developed and associated hypotheses formulated. Studies were conducted using postal questionnaires with three stakeholder groups in the financial services sector: (i) brand team members, (ii) consumer-facing staff and (iii) consumers. Although failing to identify correctly all of the intervening variables, support was found for sections of the conceptual model. The research confirmed that larger corporate brand teams increased the diversity of members' functional backgrounds. While brand teams composed of members with diverse functional backgrounds potentially have a wider range of knowledge and information available to them, diversity in brand team members' characteristics was found to impair the congruency of their brand perceptions. The importance of congruent brand perceptions among different stakeholder groups and the effect of congruent brand perceptions on brand performance were demonstrated. The results emphasised the need for improved internal brand communications and highlighted the influence of consumer-facing staff on consumers' brand perceptions.

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Kashmiri, Tariq. "Internal branding in the public sector : the role of leadership." Thesis, Cardiff University, 2016. http://orca.cf.ac.uk/95465/.

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The main purpose of this study is to advance the research of public sector performance in Saudi Arabia, by investigating leaders’ use of internal branding strategies, since the majority of research in internal branding has been conducted in western countries and the private sector. This is achieved by investigating the effects of leadership (Brand Based Transformational Leadership and Brand Based Transactional Leadership), on Brand Internalisation and its effect on increasing performance in the public sector. Other factors influencing public sector performance are also investigated including Structural Authority constraints, HR red tape, rewards (intrinsic and extrinsic) and brand training. The conceptual model integrates the key factors that influence the public sector employees’ ability to internalise the organisational brand values; and how Brand Internalisation influences public sector performance in terms of in-role behaviour, and extra-role behaviour (public sector performance). The effect of both intrinsic and extrinsic rewards is also examined in terms of increasing Brand Internalisation and public sector performance. In doing so, this study represents one of the few attempts made to investigate the potential value of internal branding and brand based leadership in increasing public sector performance in the Saudi Arabian public sector. The research adopted an exploratory approach; the first stage consisted of interviews with 16 public sector middle managers in the Riyadh Municipality, Saudi Arabia. This was followed by a survey that was distributed to public sector employees. Data was collected from 352 employees in the Riyadh Municipality. The initial qualitative phase highlighted complexities and factors related to internal branding and offered insights into brand-leadership in the public sector from the perspectives of the middle managers. The survey then further investigated the findings from the interviews and highlighted the areas necessary for a revised conceptual model. The results of the research show that the three most important elements that positively influence public sector performance in Saudi Arabia are brand based transactional leadership, brand related training, and intrinsic rewards. The research argues that these three elements not only increase a public sector employee’s ability to internalise the organisational brand values and ability to “live the brand” but they also have a direct positive effect on increasing the day-to-day performance levels of employees in the Saudi Public Sector. The results of a post hoc analysis are also shared showing interesting results variations between employees on the basis of their gender, age, educational levels, role and grade in the public sector organisation.

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Mouton, Estelle. "The effect of internal brand management on brand commitment and brand trust." University of the Western Cape, 2018. http://hdl.handle.net/11394/6690.

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Magister Commercii - MCom
The focus of branding is often externally focused, yet it is the employees through their direct interaction with the brand, that can make or break the brand promise. Despite the important role of employees in building the brand, they are often overlooked in brand building strategies. The purpose of the study was to test the effect of internal brand management on brand commitment and brand trust in a government organisation. Front-line employees of the South African Post Office, a state-owned organisation in South Africa was selected to collect the data using convenience sampling. Cronbach Alpha and content validity was used to test the reliability and validity of the measurement instrument. The data was not normally distributed and non-parametric tests were performed during data analysis. Descriptive statistics was used to describe the basic characteristics of the respondents and the correlation coefficient (Rho) was used to test the relationships between variables. All three hypotheses were accepted. The results are consistent with previous research, however, new developments are emerging. For front-line employees to commit to the brand, they must trust the brand, which in turn is created through brand identity. Negative external communication influences the ability of front-line employees to deliver the expected brand promise. Importantly, the role of top management in fostering internal brand management cannot be overlooked.

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Mineur, Patrik, and Johanna Pirttikoski. "Branding Södertälje : en studie av förutsättningarna för samarbete mellan de interna intressenterna." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-10733.

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Syftet med uppsatsen är att undersöka förutsättningarna för ett samarbete mellan de interna intressenterna i en stads varumärkningsprocess. Utifrån uppsatsens syfte har en kvalitativ undersökning genomförts i form av sju intervjuer med intressenter inom den varumärkesbyggande processen i Södertälje. Vetenskapliga teorier med inriktning på främst varumärkning av städer och samarbeten har används vid analys av den inhämtade informationen. De slutsatser vi har dragit i denna uppsats är att samarbete som strategi är möjlig men att denna kan inneha sina begränsningar när en stad skall varumärkas. Genom att undersöka den varumärkesbyggande processen i Södertälje har vi uppmärksammat den komplexitet som föreligger hos varumärkning av en plats med flera intressenter. Förutsättningarna för ett samarbete mellan de interna intressenterna inom turism- och besöksnäringen i Södertälje anser vi vara möjligt genom engagemang, delat ansvar och kommunikation. Vi anser dock att det ur ett större perspektiv, då en hel stad skall inkluderas, kan uppstå motsättningar om näringar som inte kände en naturlig roll att deltaga skall inkluderas i den varumärkesbyggande processen.
The purpose of this thesis is to examine the possibilities for cooperation between the internal stakeholders of a city's branding process. Based on the purpose for this thesis a qualitative study was conducted in the form of seven interviews with stakeholders in the branding process of Södertälje. Scientific theories, focusing primarily on the branding of cities and cooperation, have been used in the analysis of the collected information. The conclusions we have drawn in this thesis is that cooperation as a strategy is possible but can be limited when applied on a city. By examining the branding process in Södertälje, we have noted the complexity that exists in the branding of a city with several different stakeholders. We believe that the prospects for cooperation between the internal stakeholders in the tourism and hospitality industry in Södertälje to be possible through commitment, shared responsibility and communication. We do however believe that disagreements may occur when a broader spectrum of the city’s stakeholders, whom do not feel a natural role to participate, are included in the branding process.

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Juskiw, Peter. "Assessing the Implementation of Internal Branding Training in the Hotel Industry." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3689.

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Internal branding (IB) evolved from marketing to engage employees in a company's strategic planning. IB has been studied extensively in the hospitality industry, but not with human resource (HR) departments. The purpose of this phenomenological study was to assess the effectiveness of corporate training designs in instilling IB corporate values in global employees of a multinational hotel chain to determine whether European core values could be transferred across different cultural backgrounds. Structured interviews on IB were conducted with 22 HR practitioners of a luxury hotel chain to capture essential information through the lived experiences of the participants, all of whom were involved in how the design of such training programs can instill corporate core values in employees across national cultures. Transcribed interview responses were analyzed using the simplified Stevick-Colaizzi-Keen method to generate textual and structured descriptions to capture IB from their perspectives. The analysis revealed (a) that the HR employees were sensitive to certain core values that did not readily translate to overall brand and employee loyalty, as well as good company-employee working relationships, and (b) the importance of designing effective yet standardized training materials that addressed cultural differences or could be adapted as needed. These findings can help to promote more effective global brand recognition and provide HR specialists with knowledge to educate trainers about better techniques to deliver training across different cultures and engage employees on core values. Employees will be happier performing their roles, have increased job satisfaction, and demonstrate improved levels of productivity.

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Ellison, Audrey. "Internal Brand Training in the Learning Industry." NSUWorks, 2013. http://nsuworks.nova.edu/hsbe_etd/31.

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Companies in the learning industry are in the business-to-business marketplace and the companies focus on providing services to their customers. In service businesses delivering on the brand promise is aligned with the services employees deliver to customers. The learning industry was used to research whether a commitment to internal brand training impacts business performance. Two of the initial hypotheses were supported; a learning orientation increases commitment to internal brand training and internal brand training increases employee commitment to the brand. The third hypothesis, employee brand commitment improves business performance, was not supported. A re-specified model found. * Learning orientation directly affects Brand Training and Employee Brand Commitment * Brand Training directly affects Employee Brand Commitment and Business Performance * Employee Brand Commitment directly affects Business Performance The largest direct effect on improved business performance is employee brand training, yet it is the area with the least number of hours of training in the organizations, which provides an opportunity for practitioners.

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Thurfjell, Pauline, and Johanna Bjärevall. "IT ALL STARTS FROM WITHIN : A multi-case study on internal branding." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76240.

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Branding is a widely researched and discussed area, but the focus tends to be aimed towards business-to-consumer (B2C) companies rather than business-to-business settings (B2B). Brands per se used to be seen as the visuals belonging to an organization, but there has been a shift in meanings and it now includes perceptions and recognition of a brand - both internally and externally. Internal branding refers to company efforts to influence their employees to live the brand, which is explained as the organizational and managerial efforts to infuse enthusiasm into the employees in order for them to perform their best and to feel connected to the brand and the corporate values. This study focuses on internal branding, more specifically the managerial efforts taken to influence employees. In order to fulfill the purpose, we conducted a multi-case study with eight in-depth semi-structured interviews with two companies. The results show that if an organization and managers have the possibility to connect corporate brand identity and brand values with internal activities, the employees are more likely to show brand commitment, which in turn leads them into living the brand. However, incorporating such activities can be difficult due to various reasons, such as financial limitations, but it was found that managers who are involved and continuously engaging with their employees have a higher probability of making employees live the brand, than the managers who do not have an ongoing dialogue with staff members. Furthermore, it was apparent that internal communication should be a cornerstone of every business’ daily operations as it is a useful internal branding tool, seeing that it can have an impact on the way employees are understanding the brand.

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Reeves, Peter. "Anatomy of an internal branding programme : the case of the Liberal Democrats." Thesis, University of Birmingham, 2007. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.441539.

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Klint, Maja, and Valeria Misija. "Relationen Mellan Internal Branding Processer och Lärares Organisatoriska Engagemang : En kvantitativ tvärsnittsstudie." Thesis, Jönköping University, Högskolan för lärande och kommunikation, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52500.

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Studiens övergripande syfte var undersöka de effekter internal branding processer, intern kommunikation och organisationsutbildning, hade på lärares organisatoriska engagemang inom en svensk kommun. Studien byggde på en kvantitativ enkätundersökning. Skalorna intern kommunikation, organisationsutbildning och organisatoriskt engagemang tillämpades för att mäta de olika variablerna genom två enkäter som utvecklades av Pswarayi (2013). Skalorna översattes från engelska till svenska och kontrollerades av fem deltagare för att försäkra att översättningen till svenska var korrekt. Urvalet för studien bestod av N=90 deltagare (62 % kvinnor, 36 % män, 1 % icke binär och 1 % av deltagarna ville ej uppge könsidentitet), vilka valdes ut genom ett målinriktat bekvämlighetsurval. Resultatet visade att organisationsutbildning och intern kommunikation korrelerade signifikant med organisatoriskt engagemang. Organisationsutbildning hade en positiv prediktion på lärares organisatoriska engagemang medan intern kommunikation hade en negativ icke signifikant prediktion på lärares organisatoriska engagemang. Organisationsutbildning var således den studerade kommunens interna process som predicerade lärares organisatoriska engagemang.

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Gummesson, Sandra. "Employer Branding- Attracting Employees to the area of GGV." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35646.

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Abstract Background: Although the area of Gnosjö, Gislaved and Värnamo (GGV) have many companies it still lacks of highly educated people. The three municipalities are underrepresented of highly educated employees in relation to population, thus being able to attract and keep employees are a crucial part for the survival of the companies. The new younger generation, generation Y, is different from previous generations as they demand more from their employer and change jobs more frequently than previous generations thus the employer branding and internal marketing strategies must be improved. Purpose: The purpose of this study is to understand how different companies in the area of Gislaved, Värnamo and Gnosjö can attract and retain highly educated employees. Method: The study was made with a qualitative method, through in-depth interviews with the HR-managers of the companies chosen. A judgmental sampling technique was used with the criteria’s of manufacturing companies, 35 number of employees, 300 million SEK in turnover and located in the area of GGV. The interviews were recorded, transcribed and coded. Conclusion: Concluding, the majority of the companies are lacking highly educated employees. The results show that companies are to some extend using strategies for attracting and retaining employees. The participants were asked about employees, employer branding strategies and internal marketing activities. However the strategies are not grounded in how the employees want it, nor in previous research. The companies could use several more strategies and in a more structural way.

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Carlson, Emelie, Johanna Karlström, and Caroline Ahlberg. "Internal Branding : An Empirical Study within the Swedish Bank Industry, an Employees Perspective." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19124.

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The service sector’s constant growth is followed by an increasing competition among service companies. Followed by this, the process of internal branding has become essential within the service brand building process, i.e. aligning the service company’s brand promise with employees’ behavior. Hence, customer- facing employees within the service organization have become a valuable and competitive asset as they manage to deliver the brand promise. A literature review showed that understanding the brand promise and brand commitment are two essential drivers of internal branding. An implicit and positive relationship between those two issues was presented. Absence of empirical studies regarding this relationship was revealed. The purpose of this thesis is to investigate the relationship between employees’ understanding of the brand and their brand commitment. The purpose motivated a hypothesis; employees understanding of the brand promise are positively associated with their brand commitment. The results are based on a quantitative survey conducted among customer- facing employees within the Swedish bank industry. The analysis is both founded in the discussion of the conceptual literature and the similar completed empirical study that was found within the research area. The findings of this research supported this thesis’ hypothesis. The relationship between bank customer- facing employees’ understanding of the brand promise and their brand commitment is shown to be positive and fairly strong. Almost two fifths of brand commitment can be explained by the understanding issue. However, it shows a need for further research in identifying more factors influencing employees’ commitment towards the brand.

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Ek, Wernlund Hovbrandt Erliden Linnea Amanda Emelie. "Internal Branding : An exploratory case study of the IT-consultancy sector in Jönköping." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39646.

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Velikova, Denitsa, and Georgina Todorova. "Employee Rebranding : The case of Vivacom." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18519.

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Problem: Rebranding in the services is a recent trend, which brings focus to the impor-tance of the employees in this process. Their attitudes, perceptions and views need to be considered by the management when creating the internal communication strategy related to the rebranding in order to direct the employees to the desired brand image. This raises the problem as how employees perceive the management`s rebranding efforts. Purpose: This study aims to focus on how rebranding is executed and communicated in-ternally to the employees of the company. It is interesting to find out how the employees evaluate the communication strategy that the management implements and how they perceive the new image of the company. In order to get insight to the internal rebranding process the correlation between the perceived image by the employees and the components of the internal communication strategy is presented. Methodology: The empirical approach is a case study of the Bulgarian telecommunication company Vivacom. The research includes two interviews with the management of the company and a questionnaire based on the interviews and the relevant literature, which was sent to the employees of the company. Moreover, company`s documentation and website were used to complement the information. Conclusions: The results helped us identify the decisions that the management made re-garding the rebranding and the internal communication. The quantitative data indicated the relatively positive attitudes and views of the employees for the management`s rebranding efforts. They also showed good knowledge and awareness of the new brand elements.

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Suleymanov, Turan, and Akraphorn Rajapunsaen. "The Internal Corporate Brand Building Process of a Swedish University : Case Study: Linköping University." Thesis, Linköpings universitet, Företagsekonomi, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-60494.

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Research Purposes: Brands are one of the important influences on our life that appear everywhere and have great impact on the way we see our world. There are several kinds of brands and numerous perspectives existing about the brand concept. However, the concept of company brand, or corporate brand, is a new topic in the literature and only in 90s was the company brand concept assessed by some communication and branding consultants. Doubtless, one of the most discussed issues in the brand literature is general brand building process. There are many studies that have been done on the general brand building process, regardless the type of the brands, which can be found by Western scholars such as Aaker (1996), de Chernatony (2001), Knox and Bickerton (2003), and Urde (2003). Even though, there are numerous models of the branding process in the literature, the lack of empirical testing has always been the source of critiques for all of them. One of the recent researches on the corporate branding was done by Ted Karlsson, Ph.D. at Umeå University. He divided the internal corporate brand process from general corporate branding process and studied it separately. He came up with a model which is based on the theories mentioned above. However, there are no studies that have been done by scholars on internal corporate brand building process at higher education institutions. The purpose of this thesis is to describe the internal corporate brand building process at Linköping University and, to examine Ted Karlsson’s model for its applicability in LiU case. Methodology The type of the research is descriptive. In order to fulfill the research purpose, the researchers have used the deductive approach and adapted the case study strategy as a research strategy. Both secondary and primary data have been used in the research. Findings In the conclusion, researchers come up with the model of internal corporate brand building process of LiU. The researchers found that Linköping University has been taking the whole steps of the internal corporate brand building process as it is described in the literature. LiU internal corporate brand building case study approved the reliability and the validity of the model presented by Ted Karlsson in 2006.

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Månsson, Thorsén Törnqvist Niclas Erik Mikael. "Employee Branding at a pharmaceutical company." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entreprenörskap, Marknadsföring, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-13376.

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This bachelor thesis in business administration investigates the employee branding process of Company X in order to gain an understanding of how the company works with and can utilize this as an efficient tool. Recent research shows that Swedish companies that focus on building their brands are more profitable than companies that do not. Furthermore, re- search show that relationship building is an increasingly important area of marketing, which means that employees have a key role in creating a brand through the relationships they build. As Company X to some extent relies on relationship building in a multi- stakeholder environment, where pharmaceutical companies traditionally have competed through innovation, employee branding could be used as a competitive advantage for Company X. The process of employee branding is used to align employee’s internal view of the com- pany brand with the desired brand image in order to make the employees project it consis- tently. According to the theories used, the key drivers to successful employee branding are, through consistent communication, (1) ascertaining employee knowledge of the desired brand image and (2) making sure employees want to project this image through an upheld psychological contract. This investigation therefore covers how Company X works with the process of employee branding, how employees perceive what the management wants to communicate and any potential discrepancies between management and employee views. From a qualitative and interpretative approach, four interviews have been conducted with the top management at Company X and a survey has then been distributed to employees with customer contact at the company. The findings show that Company X has successfully implemented its values in the minds of employees, but lacks a clear focus on building its brand. Therefore, while the psycho- logical contract in general is found to be upheld, to a high extent, the knowledge of the de- sired brand image does not seem to be at a satisfactory level.

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Jonason, Oscar, Richard Dyvelås, and Olsson Hannes Bolin. "Corporate storytellings påverkan på ett företags employee brand : En kvalitativ fallstudie av hur företag kan påverka anställdas engagemang." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35511.

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Abstract A useful tool for companies to use in their differentiation process is proposed to be employee branding. Employee branding is developed and put forth by the management with the main task to formulate the brands vision and values, and communicate them to the employees. To promote the employee engagement and their relationship with the company, corporate storytelling can be applied, with is an internal communication that strengthens the internal rumour and values that represent the brand. Since engagement and motivation is important factors when creating a strong employee brand, there is a need for further research on how corporate storytelling is used by companies to influence employee engagement and motivation, as corporate storytelling leads to deeper commitment among employees. Purpose The purpose of this paper is to explore how companies use corporate storytelling to influence their employee branding. Methodology The authors conducted a qualitative case study on how the retail organization Boomerang. The empirical material was collected thru semi-structured interviews with Boomerangs management and employees. Conclusion The conclusion shows that the employees prefers when corporate storytelling and various communication is put in context, this because it’s easier for the employees to understand. Boomerang seems to understand the importance of working with images and texts to develop an understanding of the brand and the corporate story they represent. It can be concluded that the informal internal sources have greater impact on the employees, this may be because the informal internal sources is put more in context to their work, rather the more formal internal sources. There is a need for better balance in the use of corporate storytelling, between the sources and what is stated in the information. Keywords: Branding, Employee branding, Corporate storytelling, Formal internal messages, Informal internal messages, Psychological contract, Brand commitment.

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Axelsson, Markus, and Yasha Åkesson. "The internal brand implementation : a study about which factors that affect the internal brand within organizations." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-34859.

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Research Questions: Which factors affect the internal brand implementation? Which factors regarding the perception of internal branding are shared and differ between two geographical locations within an organization? Purpose: The aim of this study is to mark and analyze internal factors within an organization in order to get an understanding of how there can sustain and develop the internal brand. Further, the purpose is to describe and analyze the differences in how aspects of internal branding are perceived by two geographical locations. Method: The study has primarily a quantitative research method and a deductive approach where the results from the collected data was analyzed through various tests in the statistic program SPSS. Conclusions: Through various analysis methods, the authors were able to find out which factors that had the strongest effect on internal branding. The conclusion further on reveals that there are two specific factors with a positive effect on the internal branding implementation as a whole. These factors consist of internal marketing and internal communication. Lastly the results also culminate in the shared and divergent perceptions of internal branding among employees within an organization.

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Löhndorf, Birgit, and Adamantios Diamantopoulos. "Internal branding: social identity and social exchange perspectives on turning employees into brand champions." Sage, 2014. http://dx.doi.org/10.1177/1094670514522098.

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Prior research acknowledges employees' crucial role in building strong service brands, yet empirical research on how to turn employees into brand champions remains scarce and has been largely approached from an internal branding perspective. Drawing on social identity and social exchange theories, this study takes a broader organizational perspective to link internal branding outcomes (employee-brand fit, brand knowledge, and belief in the brand) and employees' perceptions of organizational support to a range of employee brand-building behaviors, with organizational identification as the key mediating mechanism. Both cross-sectional and longitudinal analyses of employee data from a major retail bank reveal organizational identification as a strong motivational force for employees to become brand champions, largely mediating the effects of internal branding outcomes. When organizational identification is low, perceived organizational support (as a quality indicator of employees' exchange-based relationship with the organization) constitutes an alternative, external motivator of on-the-job brand building behaviors; when organizational identification is high, perceived organizational support boosts employees' voluntary participation in brand development and positive word-ofmouth. These findings highlight the managerial relevance of the employee-organization relationship for turning employees into brand champions and show how organizational identification can be stimulated by means of internal branding. (authors' abstract)

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Schäferová, Valerie. "Emloyer branding mezinárodní firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15460.

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Competition for talent is heating up and will probably intensify, since demographic trends make it increasingly difficult for companies to replace valued employees when they retire. In response, many companies are trying to sharpen the way they market themselves to recruits, by applying branding techniques to recruitment. For a company to exploit its brand effectively when it fishes for talent, it must think of recruits as customers, determine which corporate attributes matter most to specific types of recruits, and understand how best to reach them. This diploma thesis analyzes Belgian business graduates' aspirations in terms of first employment and their perception of our company as potential employer and brings constructive and creative recommendations on how to improve its position as employer of choice.

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Söderqvist, Mattias, and Caroline Åkerman. "Att få kundtjänstmedarbetare på ett tjänsteföretag att agera i enlighet med företagets varumärke." Thesis, Umeå universitet, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-60699.

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Problem och Syften:Det har visat sig att en vanlig orsak bakom icke framgångsrika tjänsteföretag är att företagets medarbetare inte är tillräckligt informerade om vad företaget står för vilket gör att de inte alltid levererar tjänsten på det sätt de lovat sina kunder. En av orsakerna till detta problem kan vara att företaget misslyckats med att marknadsföra sin tjänst och sitt varumärke internt. Med denna studie vill vi då undersöka hur ett tjänsteföretag kan gå tillväga för att försäkra sig om att de anställda levererar tjänsten i enlighet med kundlöftet: Hur får ett tjänsteföretag sina kundtjänstmedarbetare att leverera tjänster i enlighet med vad varumärket lovat sina kunder? Vi vill undersöka vilka faktorer och problemområden som inverkar på detta problem samt undersöka hur dessa kan påverkas och hanteras på ett tjänsteföretag. Det ena av uppsatsens två syften handlar om att vi vill kunna skapa en modell samt ge praktiska exempel för hur ett företag kan använda de två teorierna Internal Marketing och Internal branding, för att arbeta med detta problem. Det andra syftet med uppsatsen är att kunna ge det omskrivna [Företaget] konkreta råd för att förbättra den interna marknadsföringen. Metod:Vid genomförande av studien har vi utgått från ett hermeneutiskt perspektiv, detta grundar sig i att vi vill tolka och förstå mänskliga erfarenheter och situationer (Olsson & Sörensen, 2011, s. 100). Baserat på uppsatsens problem samt dess syften kom vi fram till att en kvalitativ forskningsansats skulle vara bäst lämpad för den här uppsatsen. Vid en kvalitativ studie är det vanligast att författarna använder ett induktivt angreppssätt (Olsson & Sörensen, 2011, s. 100). Dock ansåg vi inte att det induktiva passade oss vilket slutade i att vi identifierade studiens angreppssätt som ett abduktivt. Teorier:För att kunna besvara uppsatsens problem och dess syften har vi utgått från två huvudteorier, Internal marketing och Internal branding. De förespråkar båda olika aktiviteter som syftar till att förbättra ett företags förmåga att kommunicera internt. Vår teoretiska forskning resulterade i en modell som syftar till att illustrera vilka likheter och olikheter det finns mellan Internal marketing och Internal branding. Denna modell fick sedan fungera som huvudsakligt underlag vid genomförande av den empiriska delen av uppsatsen Slutsats: De teorier vi läst har givit oss en inblick i hur Internal marketing och Internal branding kan användas för att ett tjänsteföretag ska kunna uppnå kundernas förväntningar på varumärket. Det har visat sig mycket tydligt att det inte enbart är en faktor eller ett problemområde som spelar roll, vilket faller sig ganska självklart. Alla de faktorer vi identifierat har olika stor inverkan både enskilt och tillsammans med varandra, men de två faktorer vi fann allra viktigast var; ledarskapet och den interna kommunikationen. Trots att vi kunnat urskilja dessa två utstickande faktorer är det ändå viktigt att varje företag ser till sig själva för att veta vilket eller vilka problemområden som är mest kritiskt hos just dem

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Näsman, Tove, and Nils Hellström. "Internal Branding in a Competency-Based Organisation : A qualitative study on the influence of a competency-based approach on internal brand commitment." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172230.

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In the business environment of today, competency-based organisations with a people- centric focus are at large becoming the norm and replacing task-based firms. This shift is driven by the benefits which the organisation can gain from leveraging the skills, attitudes, values and behaviours of its staff, through a competency-based approach (CBA). This approach can be described as a process where the attributes of the staff members, expressed as core competencies, are converted into capital stock of the firm. It is the success of this conversion that yields a competitive advantage for the firm, which past research has indicated lies at the core of the CBA. Similarly, another emerging trend for organisations of today is that of internal branding (IB). IB is a marketing approach where staff behaviour is aligned with the brand promise of the firm in order to enhance internal brand commitment (IBC) and ultimately staff performance. This concept has grown in relevance in an increasingly service centred economy, where the staff member is responsible for the delivery of the brand promise. Exploring the combined efforts of a CBA with that of IB has to date not yet been researched in detail. The basis of doing this is research is thus clear when evaluating the commonalities, as both approaches aim for alignment and leverage of staff attributes and behaviour ultimately resulting in IBC. The purpose of this study is to gain a deeper understanding of how a CBA, aided by IB as the operative factor, influence IBC. In order to fulfil this purpose, a qualitative study was conducted through semi-structured interviews with employees and managers at a service sector firm. The data collection was grounded in a conceptual model with a foundation in previous research, depicting IB as the operative factor through which core competencies impacted the attraction, selection and attrition, which are stages of the employee lifecycle. These interviews allowed us to gain a deeper understanding of our research phenomena and five underlying themes emerged. The themes were organisational context, competency-based approach, alignment and identification, development and participation and communities and communication. Our empirical findings indicated the interconnectedness and interdependence between these themes. The themes that emerged from our analysis formed the basis for our final conceptual model. This final model provided a visual depiction of the factors that are at play in the creation of IBC through a layered style approach. The findings of the study showed that for a CBA to be effective and successful, the IB components of communities and communication play an important part. Furthermore, the findings suggested that a CBA is a continuous process of influencing actions rather than a three-stage attraction, selection and attrition cycle. Our study highlighted the importance of alignment and integration of the organisation’s HR practices. Furthermore, our study demonstrated how CBA aided by IB can be entrenched in the organisation and influence IBC.

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Elmeke, Elin, and Felicia Ahl. "Employer Branding : En förklarande fallstudie av chefers strategiska samt operativa arbete inom IT-branschen i Jönköping." Thesis, Högskolan i Jönköping, Högskolan för lärande och kommunikation, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44070.

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Niklasson, Hanna, and Hanna Tholander. "The stories charities tell : An explorative study on the role of stories in charities' internal branding." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202623.

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Charities struggle with scarce marketing and branding resources, as do many non-profits, but nevertheless they need to communicate a trustworthy external brand. A strong internal brand is suggested to enhance the external brand and storytelling is addressed as an established tool for internal branding. As charities seem to have a natural asset of corporate stories, we believe storytelling in terms of internal branding is of great use for the charity sector in order to create strong and competitive brands. The aim of this paper is hence to investigate what role storytelling could have on internal branding in the context of the charity industry. To do this, a qualitative case study with four different charities is conducted. A theoretical framework on internal branding and storytelling guides the data collection consisting of several interviews with managers, employees and volunteers. The findings indicate that both founder stories and recent stories play an important role for organizational culture, core values and internal communication. We conclude that storytelling can be strategically implemented in charities’ internal branding as stories have the possibility to embrace and include the entire organization, which is crucial for trustworthy and competitive brands.

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Delgado, Moscoso Valeria Fernanda. "El uso del storytelling como herramienta dentro del internal branding en la construcción de marca." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653747.

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Los esfuerzos de las marcas por fidelizar y conectar con sus clientes no solo se ven reflejados en la atención al cliente. Se reflejan en la forma en que estas pueden contar historias a través de personajes que empaticen, donde ellos transmiten valores, cultivan sentimientos en los clientes y generan emociones cada vez que tienen contacto. Estos objetivos se construyen a lo largo del tiempo, a través de estrategias de comunicación creativas que los ayudan a generar conexiones más cercanas con sus consumidores. El storytelling, es una herramienta que se utiliza para generar experiencias que ayudan a la marca a crear vínculos más cercanos con los clientes, donde se crea un ambiente en el que se comparten emociones y sueños. En esta experiencia, dentro de los servicios, los colaboradores tienen la responsabilidad de comunicar los valores de marca, creando momentos únicos que fortalezcan y ayuden en la construcción de esta. Para lo cual, el internal branding es de mucha utilidad. Esto se debe a que busca el compromiso de colaboradores en la transmisión de la esencia de marca, generando fidelidad. Un caso relevante en el uso de ambas herramientas es Starbucks, ya que comunica su valor a través de la experiencia que transmiten sus partners en los puntos de venta. Para este trabajo, será necesaria una investigación exploratoria de tipo cualitativa, llevando a cabo entrevistas a profundidad como técnica de recolección de datos, comprendiendo así si se construye una marca a través del uso del storytelling dentro del internal branding.
The efforts of brands to retain and connect with their customers are not only reflected in customer service. They are reflected in the way they can tell stories through characters who empathize, where they transmit values, cultivate feelings in clients and generate emotions every time they have contact. These goals are built over time, through creative communication strategies that help them build closer connections with their consumers. Storytelling is a tool that is used to generate experiences that help the brand to create closer links with customers, where an environment is created in which emotions and dreams are shared. In this experience, in the services area, employees have the responsibility of communicating brand values, creating unique moments that strengthen and help in the construction of the brand. For which, internal branding is very useful. This is because it seeks the commitment of collaborators in the transmission of the brand essence, generating loyalty. A relevant case in the use of both tools is Starbucks, since it communicates its value through the experience transmitted by its partners at the front desk. For this work, a qualitative exploratory research will be necessary, carrying out in-depth interviews as a data collection technique, thus understanding if a brand is built through the use of storytelling within internal branding.
Trabajo de investigación

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Chen, Junsong. "On consumer adoption of a new brand from the multi-branding firm." Thesis, University of Birmingham, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.289730.

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Larsson, Hanna, Jennica Lennartsson, and Julia Olsson. "Hur motivation omvandlas till framgång : En kvalitativ studie gällande hur frontpersonalen motiveras på IKEA." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75104.

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Titel: “Hur motivation omvandlas till framgång” - En kvalitativ studie gällande hur frontpersonalen motiveras på IKEA Författare: Hanna Larsson, Jennica Lennartsson och Julia Olsson Handledare: Leif Rytting Examinator: Miralem Helmefalk Kurs: Kandidatuppsats, 15hp. Företagsekonomi III - Detaljhandel och Service Management. Linnéuniversitetet. VT18 Syftet med denna studie är att tydliggöra frontpersonalens betydelse för IKEA, samt vikten av deras engagemang och motivation. Vidare är även syftet med denna uppsats att undersöka hur IKEAs värdegrund samt deras arbete med internal branding påverkar personalens motivation. Avslutningsvis syftar denna uppsats till att studera hur IKEAs interna kultur påverkar personalens motivation i form av gemenskap och anda. Till dessa syften har följande forskningsfråga formulerats: Vilket inflytande har IKEAs värdegrund och interna kultur på frontpersonalens motivation, och i vilken utsträckning kan internal branding få genomslagskraft för motivationen? Till denna uppsats har en kvalitativ undersökning med tillhörande fallstudie tillämpats. Även en abduktiv forskningsansats har använts. Primärdatan har samlats in genom intervjuer med åtta stycken anställda på IKEAs varuhus i Kalmar, fyra stycken som arbetar som frontpersonal och fyra stycken som arbetar inom chefspositioner. Det främsta syftet med intervjuerna har varit att analysera vad som motiverar de anställda utifrån de tre aspekterna: värdegrund, intern kultur och internal branding. Även kringliggande faktorer som kan ha en påverkan på motivationen har behandlats. Slutsatserna av denna uppsats består av hur olika aspekter kan påverka de anställdas motivation och hur dessa står i relation till varandra. En tydlig tendens som framkommer från undersökningen är att motivationsfaktorer är högst individuellt och det finns många aspekter som kan påverka de anställdas motivation, exempelvis gemenskap, en organisations värderingar samt karriärmöjligheter. Ytterligare en slutsats som kan dras av studien är att detaljhandelsföretag bör ta hänsyn till ett antal olika aspekter när de vill förbättra eller behålla motivationen hos de anställda. Nyckelord: IKEA, Motivation, Personal, Värdegrund, Internal branding, Intern kultur
The purpose of this study is to clarify the importance of IKEAs front staff, and also the importance of their motivation and commitment. Furthermore the aim of this study is to investigate how the concept of IKEAs values and their work with internal branding can influence the staff’s motivation. The purpose of this study is also to analyze how IKEAs internal culture affects the staff’s motivation in terms of fellowship and spirit. Out of these purposes the following research question have been formulated: Which influence does IKEAs values and internal culture have on the staff's motivation, and to what extent can internal branding effect the motivation? For this thesis a qualitative study with an adhering case study have been made. Also an abductive research method have been applied. The primary data have been gathered by interviews with eight employees at IKEAs store in Kalmar, four of these work as front staff and the other four have manager positions. The main purpose of these interviews have been to analyze what motivates the staff based on three aspects: values, internal culture and internal branding. Other surrounding features that also may influence the motivation have been treated. The conclusions of this thesis consists of how different aspects can influence the staff’s motivation and how these relate to each other. A clear tendency that is revealed in the study is that motivational factors are highly individual, and that many different aspects can affect the staff’s motivation, for example fellowship, the organization’s values and career possibilities. An additional conclusion from the study is that retail companies should take a lot of aspects into consideration when they want to improve or retain the motivation of their staff. Keywords: IKEA, Motivation, Staff, Values, Internal branding, Internal Culture

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Tengmo, Matilda, and Sofie Andersson. "Employer Branding – Konsten att bli en attraktiv arbetsgivare via det interna arbetsgivarvarumärket : En kvalitativ studie på ett företag inom mediabranschen." Thesis, Högskolan i Gävle, Avdelningen för socialt arbete och psykologi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21832.

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Studiens syfte var att undersöka hur anställda upplevde företag som arbetsgivarvarumärke och arbetsplats samt vilka faktorer som kan ha en påverkan på detta. Det genomfördes åtta intervjuer med anställda på ett företag inom mediabranschen. Det framkom att det fanns olika faktorer som påverkade hur medarbetarna såg på sin arbetsgivare. Dels skulle företaget erbjuda utvecklingsmöjligheter, flexibilitet i arbetsuppgifterna samt arbetsförmåner. På så sätt skapas en tillit och lojalitet gentemot varandra. Denna tillit skapar också en trygghet i sin anställning och mot sin chef. Relationen till sin chef visade sig vara viktig men även att de anställda själva fick styra över sina arbetsuppgifter. Även att arbeta på ett välkänt företag ansågs höja arbetsgivarens attraktivitet. Slutligen framkom det att de sociala faktorer påverkade hur de anställda såg på sin arbetsgivare och de menade på att det fanns en del brister gällande samarbetet mellan avdelningarna inom företaget.
The purpose of the study was to analyze employees’ perceptions of the company’s Employer Branding, the workplace, and the factors that may have an impact on this. Eight interviews were held with employees from a company in the media industry. It appeared that there were various factors that influence how employees perceive their employer. In order to be considered an attractive organization the company needs to offer opportunities to develop, flexibility in the daily tasks and employee benefits, and have a good reputation. This creates trust and loyalty between the employer and employee. It is important for the employees to have a good relationship with their manager, and at the same time it is important to have control over their own work tasks. Finally, social factors affected how the employees viewed their employer. According to some employees, there were some flaws with the cooperation between the departments within the company.

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Grankvist, Sebastian, and Hjalmarsson Victor. "Jag är Handelsbanken : En fallstudie om Handelsbankens interna marknadsföring." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-39817.

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Bakgrund: Det diskuteras ideligen kring de fyra storbankerna i media angående trender och framtidsutsikter. I Sverige är utbudet av banker stort, trots det skiljer de sig inte mycket åt gentemot kunder. Företag arbetar ständigt med att positionera varumärket gentemot kunder, dock skall inte den interna marknadsföringen bortses. Företagsledningen kommunicerar internt med att förmedla värderingar samt visioner vilket motiverar de anställda. Syfte: Syftet med uppsatsen är att utreda och analysera Handelsbankens interna markandsföring samt integrationen av varumärket i organisationen för att sedan analysera effekterna utav det. Resultaten ur intervjuerna kommer att analyseras med hjälp av teorier. Metod: En kvalitativ fallstudie med abduktion som forskningsansats. De empirska data har insamlats genom sex stycken semi-strukturerade intervjuer. Samtliga respondenter var från Handelsbanken varav tre arbetar som frontpersonal samt tre chefer. Hermeneutik var en central metod för att tolka teorier samt respondenternas svar. Slutsats: I studien har vi kommit fram till att den interna marknadsföringen har en betydande roll gällande att kommunicera värderingar, visioner och organisationskultur. Detta bidrar till att frontpersonalen blir motiverade, stimulerade och engagerade i det vardagliga arbetet. Vi har identifierat ett samband med den interna marknadsföringen till att frontpersonalen är förberedda inför kundmötet. De kan uppfylla kundens förväntningar vilket leder till högre kundnöjdhet.
Background: It is continually discussed about the four major banks in media regarding trends and prospects. In Sweden there is a wide selection of banks, despite that they do not differ greatly towards customers. Banks are constantly working to positioning the brand to customers, however, they should not disregard the internal marketing. The management communicates internally to convey values and visions which motivates the employees. Purpose: The purpose of this paper is to investigate and analyze the internal marketing of Handelsbanken, and the integration of brand values in the organization to then analyze the outcoming effects. The results from the interviews will be analyzed using theories. Method: A qualitative case study with abductive research approach. The empirical data has been collected through six semi-structured interviews. All respondents were from Handelsbanken, three of them work as frontline staff and three as managers. Hermeneutics was a central method of interpreting theories as well as respondents' answers. Conclusion: The conclusions from our study are that internal marketing plays a significant role regarding communicating values, visions and organizational culture. This helps to motivate, stimulate and engage the frontline staff in their everyday work. We have identified a connection between the internal marketing and frontline staff, the management need to prepare them with values and necessary information before they face customers. They can therefor meet customer expectations which results in higher customer satisfaction.

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Holgersson, Emelie, and Emelie Ahlén. "Work in to work out : En studie om hur små- och medelstora företag (SMF) kan stärka sitt employer brand hos medarbetare tillhörande generation Z." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-158476.

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Bakgrund: Strukturförändringar har präglat den svenska arbetsmarknaden vilket resulterat i en ökad konkurrens bland arbetsgivare. Ett aktivt employer branding-arbete blir därmed viktigare eftersom det är en möjlig konkurrensfördel. Tidigare forskning inom ämnesområdet har främst studerat en kontext av stora bolag, detta trots att de allra flesta svenska företag är SMF. Generation Z blir en allt större del av arbetskraften vilket skapar en ökad efterfrågan av mjuka, icke finansiella, värden hos arbetsgivare. Således är det avgörande att förstå hur SMF ska arbeta med sitt employer brand för att attrahera och behålla den unga generationen. Syfte: Denna studie syftar till att undersöka medarbetares, tillhörande generation Z, efterfrågan av mjuka, icke finansiella, värden hos en arbetsgivare i en kontext av små- och medelstora företag (SMF) på den svenska arbetsmarknaden. Studien eftersträvar även att utforska sambandet mellan ett antal mjuka värden och lojaliteten hos medarbetare tillhörande generation Z. Detta för att skapa en förståelse för hur SMF kan arbeta med sitt employer brand gentemot generation Z. Metod: För att uppfylla studiens syfte undersöktes såväl medarbetare tillhörande generation Z som ledare i SMF. Semistrukturerade intervjuer genomfördes i en förstudie för att samla in bakgrundsinformation om hur SMF idag arbetar med employer branding samt deras uppfattning om generation Z. En enkät framställdes och skickades ut till medarbetare tillhörande generationen i syfte att undersöka deras värderingar av mjuka, icke finansiella, värden samt dess samband med lojalitet. Flertalet analysmetoder, såsom multipel regressionsanalys, har nyttjats för att analysera det empiriska materialet. Resultat: Studien påvisar att generation Z värderar en tydlig och öppen kommunikation från ledaren, en trivsam social arbetsmiljö, att arbeta med något som intresserar dem, stolthet över sin arbetsgivare och ett individuellt perspektiv från ledaren. Lägst värderas utlandsresor i arbetet följt av möjligheten att arbeta hemifrån. Studien kan fastställa att stolthet över sin arbetsgivare, kultur, attraktiviteten som arbetsgivare tillsammans med identifiering med företaget har ett positivt signifikant samband med medarbetarlojalitet.
Background: Structural changes have characterized the Swedish labor market which have resulted in increased competition among employers. Therefore, employer branding becomes even more important since it is a possible competitive advantage. Previous research in the area has mainly studied the context of large companies, although most Swedish companies are SMEs. Generation Z is becoming an increasingly larger part of the workforce, which results in increased demand of employers offering non-financial values. It is therefore crucial to understand how SME should work with their employer brand to attract and retain the young generation. Purpose: This study aims to investigate what kind of non-financial values generation Z employees demand of an employer in a context of small and medium-sized enterprises (SME) in the Swedish market. The study also seeks to explore the connection between a number of non-financial values and the loyalty of generation Z employees, in order to create an understanding of how SMEs can work with their employer brand towards generation Z. Methodology: In order to fulfill the purpose of the study both generation Z employees and leaders of SMEs were investigated. Semi-structured interviews were conducted in a preliminary study to gather background information about SMEs current work with employer branding and their perception of generation Z. A questionnaire to employees of the generation was produced in order to investigate the generation's valuation of non-financial values and its relation to loyalty. Analytical methods, such as multiple regression analysis, have been used to analyze the empirical material. Conclusion: The study explains that generation Z values a clear and open communication from the leader, a pleasant social work environment, working with something that interests them, pride in their employer and an individual perspective from the leader. The least valued by generation Z is foreign trips, followed by the opportunity to work from home. The study can determine that pride in their employer, culture, attractiveness as an employer together with identification with the company has a positive significant correlation with employee loyalty

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Piva, Elisa. "Branding regional destinations: an integrated stakeholders perspective." Doctoral thesis, Universitat de Girona, 2019. http://hdl.handle.net/10803/670275.

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This doctoral thesis explores the brand development process of regional destinations in depth, focusing on the supply-side perspective and the concept of brand identity, as well as the perceptions of stakeholders involved in the governance of tourist destinations. Research on destination branding has often focused on the demand-side of tourism, while fewer studies have looked at the supply-side perspective. Additionally, many studies have focused on either entire countries or individual cities, paying little attention to place branding at the regional and sub-regional levels. In this light, by using an integrated supply-side perspective based on the identity of places, this doctoral thesis contributes to the existing body of tourism literature by providing an innovative understanding of the role and influence of the various groups of stakeholders in the brand development process of regional and sub-regional destinations
Aquesta tesi doctoral explora en profunditat el procés de desenvolupament de marca de les destinacions regionals, posant el focus en la perspectiva de la oferta i en el concepte de identitat de marca, així com també en les percepcions dels diferents agents involucrats en la governança de les destinacions turístiques. La investigació sobre la marca de les destinacions, sovint s’ha centrat en la demanda, i menys estudis han analitzat la perspectiva de la oferta. A més, nombrosos estudis s’han focalitzat en països o en ciutats, posant poca atenció en la marca a nivell regional i subregional. Per cobrir aquestes mancances, la tesi adopta la perspectiva integrada que examina els diferents agents que poden tenir influencia en el procés de desenvolupament de la marca en destinacions regionals.Per tant, aquesta tesi doctoral agrega un major coneixement a la perspectiva de la oferta en la marca d’una destinació turística regional i sub-regional

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Chan, Claudia Leung Ching. "An appraisal of own branding as an export strategy for Hong Kong clothing manufacturers." Thesis, University of Strathclyde, 1988. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.390051.

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Nilsson, Tobias, and Oliver Tidblad. "”MAN SKA HA JÄVLIGT KUL PÅ JOBBET” : En kvalitativ studie om hur organisationskultur och interna marknadsföringsaktiviteter påverkar anställdas intentioner att stanna inom en organisation." Thesis, Umeå universitet, Sociologiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-188399.

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The aim of this study is to investigate employees in knowledge-intensive organizations' intentions to stay in their workplace and to see if organizational culture and internal marketing activities have an effect to reduce voluntary staff turnover.There are several factors which affect employees' intentions to leave or stay in their current work position. The result of this study shows initially that there needs to be some form of agreement between the employee's and the employer's values, needs or vision of the future. Factors that may make an employee in a knowledge-intensive organization want to leave might be that the individual does not feel safe, does not have trust or confidence in their leader or colleagues. It can also be due to the individual not feeling that he or she is growing in his or her job role, has career opportunities or that he or she feels locked in and controlled in their tasks. Internal marketing activities and organizational culture are two factors that knowledge-intensive organizations can work with to become a more attractive employer and reduce voluntary staff turnover. Internal marketing activities are an initiative that in this study proved to have a positive effect on employee well-being, motivation, commitment and loyalty to the organization. Knowledge-intensive organizations that work with initiatives to promote internal marketing activities and organizational culture create good conditions for their staff to thrive better, get an attractive employer brand and lower involuntary staff turnover. In conclusion, it was found in this study that transformative leaders have the leadership qualities that are described as most desirable and sought after in knowledge-intensive organizations.

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Ericson, Martin, Magnus Gunnarsson, and Madeleine Gustafsson. "Think inside the box : Understanding the role of internal branding for controlling behaviour in divisionalised service organisations." Thesis, Linköping University, Department of Management and Engineering, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-10669.

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This paper examines how internal branding can be integrated into the management control system to overcome the challenges faced by divisionalised companies regarding goal congruence and suboptimisation. A theoretical synthesis pointing out the similarities between management control and internal branding has been used together with the obtained information from interviews to create a new model on how to integrate internal branding into the management control system. Four organisations were included in the empirical research, namley SAS, Länsförsäkringar, Handelsbanken and LiU, which all have divisionalised structures. All of the organisations are in some way using internal branding, implicitly or explicitly, to control behaviour.

Our results show that internal branding on its own is not sufficient to control the behaviour within the organisation. However, integrated in the management control system and combined with the general informal control, internal branding is a rather inexpensive and effective way of coordinating divisional behaviour. We argue that a deeper understanding for behavioural control is needed and that internal branding should be given more importance within the management control area.

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Kaewsurin, Narissara. "An investigation into the relationships between universities' internal branding, employee brand support and the transformational leadership characteristics of immediate leaders : a study from the perspective of academic staff in Thai universities." Thesis, Brunel University, 2012. http://bura.brunel.ac.uk/handle/2438/6504.

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Internal branding in universities has been acknowledged in marketing literature as an important area of research. In the context of higher education institutions, employees play a crucial role in the branding process. Research within the current spectrum of internal branding indicates some ambiguities surrounding internal branding in higher education. Yet very few studies are available in the field of internal branding within universities to explore employee behaviour in brand support. Accordingly, the objective of this study is to examine, from the academic staff’s perspective, the relationships between internal branding in universities and employee brand support and also the relevant underlying mechanisms (specifically, the mediating effects of internal branding aspects, i.e., 1. brand-centred training and development activities and 2. internal brand communications) in a Thai university context. This study employed a mixed methods approach with a dominant quantitative component, involving semi-structured interviews (with 19 respondents) and a pilot survey (with 95 respondents) to collect data for the development of measurement scales. Afterwards, the main survey (with 347 respondents) was conducted in order to test the research hypotheses and the proposed conceptual model. In addition, information from the semi-structured inteviews is used to explain the relationships found in this study after hypothesis testing. Based on a review of the existing literature in a range of fields (including higher education management, brand management, organisational identity, organisational culture and behaviour, corporate communication, human resource management, marketing management, government policy and leadership), this study proposes a conceptual model of the positive relationships between internal branding activities in universities (internal brand communications and brand-centred training and development activities) and employee brand support. In addition, the transformational leadership characteristics of the immediate leader (idealised influence or charisma; inspirational motivation, intellectual stimulation and individual consideration) are also included in the model as determinants of internal branding activities and employee brand support. Brand-centred training and development activities and internal brand communication activities are proposed as mediators of the relationships in the model. The proposed conceptual model is developed on the basis of marketing control theory (Jaworski, 1988) combined with transformational leadership theory (Burns, 1978), social learning theory (Bandura, 1977) and Lewin’s (1947) change theory. From the statistical findings, together with upport from the literature and the in-depth interviews during the exploratory stage, this study finds positive relationships between brand-centred training and development activities, internal brand communication activities, the transformational leadership characteristics of the immediate leaders and employee brand support. However, an unexpected outcome is that the relationship between internal brand communication activities and employee brand support is not significant. This outcome indicates that the brand-centred training and development construct fully mediates the relationship between internal brand communication activities and employee brand support. Therefore, in order to create employee brand support behaviours among academic staff, institutions cannot rely solely on their internal communication activities. This finding highlights a crucial role for brand-centred training and development activities in building employee brand support in the context of higher education. In addition, the study finds that, given transformational leadership characteristics, an immediate leader of academic staff not only affects their brand support behaviour, but also either initiates or influences internal branding activities in the institution, thereby creating employee brand support among academic staff. Therefore, institutions which want to build employee brand support from the academic staff should ensure that the immediate leaders of their academic staff’ should manifest transformational leadership characteristics. Finally, this investigation is expected to be of value in advancing current knowledge about internal branding in universities and also be useful to higher education management and public policy-makers who want to encourage academic staff to support their university’s brand.

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Kalén, Gabriella, and Linn Vikström. "Arbetsnöjdhet genom employer branding : - En kvalitativ studie om personalomsättningens inverkan på de anställdas arbetsnöjdhet." Thesis, Högskolan i Gävle, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-27108.

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Titel: Arbetsnöjdhet genom employer branding - En kvalitativ studie om personalomsättningens inverkan på de anställdas arbetsnöjdhet. Nivå: Examensarbete för kandidatexamen i företagsekonomi. Författare: Linn Wikström och Gabriella Kalén. Handledare: Jonas Molin och Lars-Johan Åge. Datum: 2018 – maj. Syfte: Syftet med studien är att öka förståelsen för om och hur de anställdas arbetsnöjdhet påverkas av personalomsättning i franchiseföretag. Metod: Eftersom studiens syfte har varit att öka förståelsen för ämnet har en kvalitativ metod använts. Studiens har undersökts inom kontexten för franchiseföretag. För att samla in empiriskt material har semistrukturerade intervjuer utförts med tolv deltagare. Materialet har analyserats och redovisats med hjälp av tematisk analysmetod. Resultat & slutsats: Studiens resultat visar att anställda upplever en större arbetsnöjdhet på franchisekontoret med den lägre personalomsättningen i jämförelse med franchisekontoret med den högre personalomsättningen. Resultatet visar att det både finns likheter och olikheter gällande personalomsättningens påverkan på arbetsnöjdhet. Förslag till fortsatt forskning: Våra förslag till framtida studier är att utföra liknande undersökning i större omfattning för att få en mer generaliserbar forskning. Denna studie studerar en speciell subgrupp inom en kontext och framtida forskning kan därför studera ämnet inom annan kontext och subgrupp. Examensarbetets bidrag: Studien belyser hur personalomsättning påverkar arbetsnöjdhet, där vårt bidrag är hur fenomenet personalomsättning påverkar arbetsnöjdhet och inte tvärtom som tidigare forskning fokuserat på. Som bidrag till framtida forskning anser vi att denna studie beskriver ett samband mellan påverkan på arbetsnöjdhet, personalomsättning och employer branding. Denna studie skulle kunna bidra till det teoretiska perspektivet i framtida studier med liknande undersökning inom annan kontext eller subgrupp. Nyckelord: Employer branding, arbetsnöjdhet, personalomsättning, interna mätsystem.
Title: Employee satisfaction within employer branding - A qualitative study about the impact employee turnover has on the employee satisfaction. Level: Final assignment for Bachelor Degree in Business Administration. Author: Linn Wikström and Gabriella Kalén. Supervisor: Jonas Molin and Lars-Johan Åge. Date: 2018 – May. Aim: The purpose of this study is to increase the understanding of whether employee satisfaction is affected by staff turnover in franchises. Method: Since the purpose of the study has been to increase understanding of the subject, a qualitative method has been used. The study has been investigated within the context of franchises. To collect empirical material, semi structured interviews have been conducted with twelve participants. The material has been analyzed and reported by using a thematic analysis method. Result & Conclusions: The study's result shows that employees experience greater job satisfaction in the franchise with lower staff turnover comparing to the franchise with the higher staff turnover. The result shows that there are both similarities and differences when it comes to the impact of staff turnover on job satisfaction. Suggestions for future research: Our suggestions for future studies are to carry out a similar survey largely to get more research that is generalizable. This study is limited to one specific subgroup within a specific context. We suggest that future research can study the same subject area within other contexts and subgroups. Contribution of the thesis: As a contribution to future research, this study describes a link between the impact on job satisfaction, employee turnover and employer branding. This study could contribute to the theoretical perspective of future studies with similar research within another context or subgroup. Keywords: Employer branding, job satisfaction, staff turnover, internal measurement system.

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Prucpairojkul, Piyada, and Supatana Triamsiriworakul. "Thailand’s Nation Branding : A study of Thai nation-brand equity and capabilities." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-4315.

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Problem:

Which of Thailand’s four main sectors that nation brands compete including tourism, FDI, export promotion, and talent attraction that should be develop a main focus in developing a stronger Nation Brand for the country comparing to other four countries in South East Asia including Singapore, Malaysia, Indonesia, and the Philippines?

Purpose:

The purpose of this paper are 1) to study and analyze the current status of Thailand’s nation brand equity and 2) to examine the feasibility in each of Thailand’s four main sectors that nation brands compete including tourism, FDI, export promotion, and talent attraction by comparing to other four countries in ASEAN including Singapore, Malaysia, the Philippines, and Indonesia in order to generate recommendations for the country in developing a stronger nation branding strategy in the future.

Method:

In order to achieve our purpose, firstly, we chose ‘Asset-based Nation brand equity’ model to collect the information and perform analysis on the contribution of both nation internal and external assets towards nation brand equity. Secondly, ‘Nation brand internal analysis’ model was chosen in order to be a guideline for gathering data and performing analysis on Thailand’s nation brand capability in each of the 4 main sectors comparing to the other four countries. In addition, due to our research topic and limited time frame, we would rely on secondary sources as our main source of information with some guidance from our primary source. After the analysis had been performed, we had reached the conclusion and generated recommendation for our target group

Conclusion:

For the analysis of Nation brand equity, Thailand has equipped relatively strong internal assets both innate and nurtured as the country is rich with beautiful landscape and fascinating culture together with a strong support for the art from both governmental and private sectors. However, as for external assets, both disseminated and vicarious assets of Thailand still weakly contribute to the strength of the nation equity. Due to these reasons, we have recommended Thai governmental units to set up the organizations to improve the quality of disseminated asset and also start cooperation with private sector in order to come up with external portrayal in popular culture that can effective represent and enhance the country’s image.

As for the result of ‘Nation brand internal analysis’, Thailand has shown moderate to high capability in the Export Promotion sector which was the highest among the other 3 sectors. However, based on the data in the analysis part, there are still lots of things needed to be done both by Thai governmental units and private sector in order to boost the country’s nation brand capability to achieve competitive advantage in the international market in the long run. According to this point, we had listed some recommendations for the governmental units to use as a general guideline in obtaining a strong nation brand that could help the country become more competitive in the global market.

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Arrehag, Peter, and Sofia Persson. "Describing the relationship between Employer Attractiveness and Internal Brand Equity : A quantitative single cross-sectional study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35764.

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Background: Differentiation towards one’s competitors is crucial. Brand can symbolize competitive advantages through intangible assets, though the focus in both companies and academia has largely been on adding intangible values to products. To large extent employees has not been consider as an aspects that could add value, i.e. employees as brand builders. Recently gained interest in both areas have make it possible to compared them both the see employees possibility to add brand value. Purpose: The purpose of this thesis is to describe the relationship between employer attractiveness and internal brand equity. Methodology: Conducted a quantitative study, with a single cross-sectional design and self-completion questionnaire as data collection method. Descriptive statistics and simple linear regression was thereafter performed. All with ethical principles in consideration. Conclusion: This study provides empirical evidence that confirms a relationship between employees and the brand equity through the concepts of employer attractiveness, and brand equity through the concept of internal brand equity. The study provides a regression analysis between the two concepts that indicates a relationship to a very large extent. The confirmed relationship thus adds new perspectives of how to add intangible value to a brand and thus adds to a potential success.

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Feliciano, Talita. "Employer Branding: o papel da comunicação no seu desenvolvimento em Portugal." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2021. http://hdl.handle.net/10400.5/21712.

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Dissertação de Mestrado em Comunicação Social - vertente Comunicação Estratégica
Atrair e reter os melhores talentos do mercado tornou-se uma necessidade para as empresas atuais. Isto deve-se a um conjunto de fatores como a diminuição da população europeia, a massiva concorrência de alguns mercados e o foco em diminuir custos e aumentar a produtividade laboral. Como consequência, o employer branding tornou-se o tema mais trabalhado pelas empresas nos últimos anos. Uma busca constante por criar identificação no empregado atual e influenciar a perceção dos potenciais talentos sobre a empresa, promovendo as características que diferenciam a organização como uma boa empregadora. Este é um conceito já muito conhecido nos estudos das relações públicas. Por este motivo, este estudo tem como objetivo compreender qual o contributo da comunicação para a construção e a operacionalização do employer branding no contexto português, através da sua raíz identitária e tendo como moldura teórica o Modelo de Relações Públicas Estratégicas. O estudo propõe ainda uma síntese de um modelo de construção do conceito de employer branding. O método utilizado neste estudo foi o indutivo interpretativo com técnicas qualitativas, através de dados recolhidos a partir da análise documental e de entrevistas semi-estruturadas em profundidade a profissionais de employer branding. As principais conclusões sugerem que, apesar do employer branding estar presente na prática das empresas portuguesas, ainda não existe um consenso sobre seu conceito e operacionalização. O employer branding trata-se de uma estratégia de gestão da marca empregadora, esta, é fundamentada nas relações públicas estratégicas por originar-se dos conceitos de identidade organizacional e cultura organizacional. Para além disto, foi ainda constatado no âmbito deste estudo, que o employer branding tem objetivos complementares ao das estratégias de comunicação, o employer branding utiliza-se dos processos tático-operacionais já existentes nas empresas, como a comunicação interna para atingir o público ao qual pretende reter e a comunicação externa como forma de atingir o público que se pretende atrair.
Attracting and retaining the best talent in the market has become a necessity for today's companies. This is due to several factors such as the decrease in the European population, the massive competition from some markets and the focus on reducing costs and increasing labour productivity. Consequently, employer branding has become the theme most worked on by companies in recent years. A constant search to create identification in the current employee and influence the perception of potential talents about the company, promoting the characteristics that differentiate the organization as a good employer. This is a concept that is well known in public relations studies. For this reason, this study aims to understand what the contribution of communication to the construction and operationalization of employer branding in the Portuguese context, through its identity root and having the theoretical framework of the Strategic Public Relations Model. The study also proposes a new model for the construction of the employer branding concept. The method used in this study was the interpretive inductive with qualitative techniques, through data collected from documentary analysis and in-depth semi-structured interviews with employer branding professionals. The main conclusions suggest that, although employer branding is present in the practice of companies, there is still no consensus on its concept and operationalization. Employer branding is an employer brand management strategy, which is based on strategic public relations because it originates from the concepts of organizational identity and organizational culture. In addition to this, it was also found in the scope of this study, that employer branding has objectives complementary to that of communication strategies, employer branding uses the tactical-operational processes already existing in companies, such as internal communication to reach the public to which it intends to retain and external communication as a way of reaching the public it intends to attract.
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Andersson, Emelie, and Elin Mårtensson. "Employee retention or company performance-The implied contribution of internal marketing activities." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-23601.

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The purpose of this study is to map the activities used for satisfying employee’s needs in an engineering company and with the support of theory concretize their contribution to employee retention and company performance.

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Hielte, Claes, and Fredrik Pettersson. "Fastighetsmäklaren som bärare av företagets varumärke : Intern marknadsföring och dess påverkan på organisationskulturen." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-15459.

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Syftet med vår undersökning var att undersöka hur väl fastighetsmäklarföretag lyckats skapa en medvetenhet, acceptans och engagemang för företagets varumärke hos sina anställda. Vi har i studien även studerat organisationskulturens roll i byggandet av ’corporate identity’. Vår undersökning har skett genom en kvalitativ metod och med halvstrukturerade intervjuer. Vi har intervjuat tolv aktiva fastighetsmäklare som tillhör olika organisationer inom mäklarbranschen. Detta gjordes för att samla in data om mäklarnas uppfattning och upplevelser kring varumärket och andra faktorer som påverkar deras syn på sitt företags varumärke. Från det insamlade materialet hittade vi nyckelord som sedan användes för att identifiera mönster och likheter mellan respondenternas svar. Samtliga respondenter beskrev att deras företag arbetade internt med företagets varumärke. Dock varierade metoderna och resultatet för att skapa engagemang och medvetenhet för varumärket och dess önskade värden hos de anställda och inom organisationskulturen. Vissa företag har lyckats bättre med detta och i de organisationer fann vi bidragande faktorer som förstärkte de anställdas engagemang för varumärket. I dessa organisationer fanns introduktionsutbildning för nyanställda, de hade kontinuerlig säljträning och de uppmuntrade de anställda att ge feedback till organisationen. Detta skapade ett engagemang för företagets varumärke och dess önskade värden. Vi fann också indicier till samband mellan den interna marknadsföringen och de anställdas uppfattning om sina kollegor. De organisationer som hade en mer aktiv intern marknadsföring ansågs också arbetskamraterna i större utsträckning vara viktigare. Vi tror att vår studie kan öka förståelsen för hur företag i praktiken kan arbeta med intern marknadsföring som en metod för att få de anställda engagerade till företagets varumärke. Vi anser att än mer forskning om förhållandet mellan intern marknadsföring och organisationskultur kan hjälpa företag att effektivisera sitt interna arbete.
The purpose of this paper was to examine in what extent companies in the real estate business managed to create awareness, acceptance and commitment to the brand with their employees. This study also looked at the role of organizational culture in building corporate identity. This thesis is based on a qualitative study where data have been collected through semi-structured interviews. We have interviewed twelve active working real estate agents from different firms within the business. To gather information, about the real estate agents’ perceptions and experiences about the brand and other factors that influence their view of the brand, we used semi-structured interviews. We found keywords from our data that we used to identify patterns and similarities between the respondents. We found that the companies that our respondents worked for managed to internalize their brand in their employees. However, the methods and results varied between the firms, in their achievement of commitment and awareness of the brand, and it ́s desired values, in the organizational culture. Some of the firms have come further in their work to strengthen their employees commitment to the brand and we found factors that were similar for those firms. These organizations had introduction training for their new employees, sales training on a regular basis and encouraged their employees to give feedback to the organization. This created commitment to the company and it ́s brand. There were also connections between the internal marketing and the way the employees perceive their colleges. In organizations with a more active internal marketing were colleagues more important. Our study shows that companies who work actively with internal marketing and internalizing their brand within the organization can achieve employees that are committed to the brand. We believe our study can help to raise the understanding how companies can, in practice, apply internal marketing as a method to get committed employees. We think that more research in the field between organizational culture and internal marketing can help companies to improve their internal work.

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Granehäll, Andreas, and Monika Terzic. "Högt i tak : En studie om intern marknadsföring och arbetsmotivation inom fastighetsmäklarbranschen." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44166.

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Sammanfattning Titel: Högt i tak - En studie om intern marknadsföring och arbetsmotivation inom fastighetsmäklarbranschen Syfte & forskningsfråga: Syftet med uppsatsen är att öka förståelsen för hur anställdas arbetsmotivation influeras av intern marknadsföring. Vi vill med utgångspunkt i fastighetsmäklarbranschen, analysera, kartlägga och lyfta fram hur anställdas arbetsmotivation påverkas av: den interna kommunikationen, interna relationer samt digitaliseringens utveckling. Utifrån denna uppsats syfte, formulerades följande forskningsfråga: Hur kan intern marknadsföring användas som ett verktyg för att påverka anställdas arbetsmotivation? Metod: Studien är baserad på en kvalitativ forskningsmetod då vi var intresserade av bakomliggande faktorer och åsikter av respondenterna samtidigt som vi ville skapa en djupare förståelse kring forskningsområdet. Vidare blev ansatsen av induktiv karaktär då vi efter bästa förmåga ville angripa studien utan att vara helt styrda av tidigare forskning. För att få en enhetlig infallsvinkel på forskningsområdet valde vi att genomföra 6 intervjuer med anonyma respondenter från fastighetsmäklarbranschen. Slutsatser: Utifrån vår analys har vi kunnat tolka en närhet mellan den valda teorin och den empiriska datainsamlingen. Vidare har vi, med stöd av vårt syfte, analyserat, kartlagt och lyft fram 8 stycken centrala motivationsfaktorer. Det framkom även att intern marknadsföring måste motsvara och uppfylla de förväntningar, önskemål och behov som finns inom en organisation.

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Blomkvist, Eelena. "Delaktighet är det nya svarta : En fallstudie av internkommunikation under en organisationsförändring och Employer Branding." Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-31098.

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Den här uppsatsen bygger på en fallstudie av ett callcenter i en pågående organisationsförändring och ett medvetet arbete med Employer Branding. Syftet var att undersöka vilka internkommunikativa strategier som bolaget använt sig av i inledningsfasen av organisationsförändringen samt det medvetna arbetet med Employer Branding. För att få svar på syftet bygger undersökningen på tre frågeställningar samt vilar mot ett ramverk som tar upp teorier och tidigare forskning i ovan nämnda ämnen. För att få svar på frågeställningarna har en omfattande e-postenkät genomförts hos organisationens ledningsgrupp samt en enkätundersökning bland övriga organisationsmedlemmar. Resultatet visar att ledningsgruppen har lyckats väl med att skapa en förståelse för organisationsförändringens syfte, vision och målbild hos dem som varit delaktiga i uppstartsfasen men att en hög personalomsättning kräver att informationen upprepas för att skapa en förståelse hos alla. Undersökningen visar även att medarbetarna inte känner någon delaktighet i skapandet av organisationsförändringen utan snarare är mottagare av information, där frågor och synpunkter kring förändringen kan tas upp i olika grad men på medarbetarnas initiativ. Vidare visar undersökningen att trots ett medvetet arbete med Employer Branding finns ingen uppfattning om när arbetet exakt startade samt att det inte finns något nedskrivet medarbetarlöfte, ingen förväntad målbild eller några faktiska tal som skall mäta hur effektivt arbetet med Employer Branding är. Det framkommer även att bolagets medarbetare, dess ambassadörer, tenderar att säga något negativt om bolaget ju längre de varit anställda. Slutsatsen är att verktyget för att organisationen skall lyckas med sina internkommunikativa strategier och stärka sitt arbetsgivarvarumärke är att skapa möjligheter för en dialog mellan ledningsgruppen och medarbetarna i olika hierarkiska nivåer. Detta för att skapa möjligheter att ställa frågor och komma med synpunkter, då delaktighet ökar chansen för att öka gemenskapen och den positiva känslan kring en förändringsprocess och den egna arbetssituationen. Undersökningen visar även att klyftan mellan teori och praktik gällande Employer Branding är stor och att teorin är svår att tillämpa i verkligheten.
This essay is based on a case study at a call center in an ongoing organizational change and their deliberate work with Employer Branding. The purpose has been to examine what internal communicative strategies the company has been using in the initial phase of the organizational change and their work with Employer Branding. To get the answer to the purpose, this research is based on three scientific questions and a theoretic framework that describes theories and research in the fields of internal communication at an organizational change and Employer Branding. The answers to the questions are based on an e-mail survey with the board members at the company and a survey with the remaining employees. The results show that the board members have succeeded in creating an understanding for the purpose, vision and goals of the organizational change with the employees that participated in the initial phase but that a large employee turnover demands a repetition of the information to create a total understanding. The research also shows that the employee’s don´t feel any participation in the creation of the organizational change but rather are the receivers of the information and questions and opinions about the change have only been discussed at the initiative of the employees. The research also shows that despite a deliberate work with Employer Branding, there isn´t any estimation about when the work started nor any employer promise, estimated goal or any numbers that measure how effective the Employer Branding work is. Research also shows that the employees, the ambassadors of the company, tend to be more likely to say something negative about the company the longer the persons have been employers. The conclusion is that the tool for an organization to succeed with its internal communicative strategies and get a stronger employer brand is to create opportunities for a dialogue between the board members and the rest of the employees. That is to create opportunities to ask questions and lift up an opinion, as participation increases the chance to increase the solidarity and the positive feeling around the process of change and the work situation. The research shows that the gap between theory and practice are hard to apply in reality.

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Norrmyr, Paula, and Melanie Björk. "Employer Branding - "Kriget om talangerna" : En studie om ett IT-konsultföretags Employer Brand gentemot dess rekryteringsmålgrupp." Thesis, Södertörns högskola, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-31987.

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The internal marketing concept speciefies that an organization's employees is its first market. The demands on companies to meet employee needs increases with the skills and knowledge employees possess, which acts as a competitive advantage. The internal marketing terms "Employer Branding" and "Employer Attractiveness" are still considered to be underdeveloped. Employer Branding refers to the process of marketing that companies use to target desired employees and retain current employees. To find and attract the right work force effectively, companies are required to have a strong Employer Brand. The IT consulting industry shows that job seekers have more power than employers, which creates a intense competition for labor. The aim of this study is to examine how employees at an IT consulting firm perceive the organization's Employer Brand along with what the company's recruitment target market is seeking in a potential employer. Based on a theoretical model; Employer Brand Predictive Model and with the help of two empirical studies, research can demonstrate whether or not the IT consulting firm’s existing Employer Brand is considered to be compatible against recruitment target market’s conditions. The study shows empirical indications that the IT consulting firm’s lacks external brand awareness and absence of a clear strategic aim for selecting the appropriate recruitment target market.
Det interna marknadsföringskonceptet anger att en organisations anställda är deras första marknad. Kraven på företag att uppfylla anställdas behov ökar i och med den kompetens och kunskap de besitter vilket utgör en konkurrensfördel. Inom intern marknadsföring är begreppen ”Employer Branding" och "arbetsgivarens attraktionskraft" fortfarande underutvecklade. Employer Branding hänvisar till den process av marknadsföring som företag använder sig av för att attrahera en önskad målgrupp och behålla personal. För att hitta och attrahera rätt personal krävs det att företagen har ett starkt Employer Brand. IT-konsultbranschen visar på att arbetssökande har mer makt än arbetsgivare, vilket skapar en tydlig konkurrens om arbetskraft. Denna studie undersöker hur medarbetarna på ett IT-konsultföretag uppfattar organisationens Employer Brand samt vad företagets rekryteringsmålgrupp söker hos en potentiell arbetsgivare. Utifrån en teoretisk modell; Employer Brand Predictive Model och med hjälp av två empiriska undersökningar kan studien påvisa om IT-konsultföretagets existerande Employer Brand anses vara homogen gentemot rekryteringsmålgruppens villkor. Studien visar empiriska bevis på IT-konsultföretagets brist av extern varumärkeskännedom samt avsaknad av en tydlig strategisk avgränsning för val av rekryteringsmålgrupp.

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Guardia, Carlos de la. "Contextualizacion y conceptualización de la planificación estratégica de la comunicación de marca aplicada al internal branding: propuesta de un modelo teorico." Doctoral thesis, Universitat Autònoma de Barcelona, 2014. http://hdl.handle.net/10803/286181.

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Propósito de esta investigación: Saber cómo se está aplicando la planificación estratégica de la comunicación de marca a los empleados en los programas de internal branding y proponer un modelo teórico y una herramienta para facilitar su aplicación. Metodología: Se ha realizado, en primer lugar, una revisión documental retrospectiva y exploratoria de fuentes secundarias y, posteriormente, se han realizado catorce entrevistas en profundidad a expertos en Marketing y Recursos Humanos con responsabilidades directivas, a especialistas en planificación estratégica de la comunicación de la marca y académicos de las áreas relevantes y en relación con el objeto de estudio. Las entrevistas se realizaron siguiendo un guion de preguntas abiertas con una doble finalidad: por un lado, se pretende validar los fundamentos teóricos de la investigación documental; y, por otro, explorar el estado de la comunicación empleado/marca como variable fundamental en la relación cliente/marca. Resultados: La penetración del internal branding en las organizaciones es mínima aunque es aparentemente deseable. Las organizaciones, excepto en contados ejemplos, no comunican la marca a sus empleados porque no los consideran como un público objetivo prioritario. Esta investigación evidencia que la Comunicación Interna no aplica la planificación estratégica de la comunicación en la formulación de sus estrategias de comunicación. De hecho, este área se ha identificado como una oportunidad de mejora en las organizaciones. Se estima necesario que aumente la eficacia de las comunicaciones de la marca a los empleados como elemento esencial en la gestión del engagement del empleado con la marca. Para ello, se estima conveniente adoptar y adaptar las metodologías y los procesos de la planificación estratégica de la comunicación de la marca a audiencias externas a la comunicación a los empleados. Límites de la investigación: Esta investigación pretende ser un primer paso en la adopción de la planificación estratégica de la comunicación de la marca en su relación con los empleados. Pero es necesario tener en cuenta los siguientes límites: en primer lugar, la inmensa mayoría de las fuentes existentes son anglosajonas lo cual incluye ciertos sesgos propios de su situación de mercado y de su cultura organizacional; en segundo lugar, en el trabajo de campo se ha priorizado la capacidad y experiencia de los entrevistados sobre el tamaño de la muestra. El valor de los testimonios radica en su amplia experiencia y conocimiento. Se estima necesario proponer próximas investigaciones que continúen con la necesidad apuntada por esta investigación. Específicamente, se estima relevante aplicar a la práctica el modelo y la herramienta propuestos para validar su eficacia y su usabilidad en la mejora de la eficacia de la comunicación entre la marca y los empleados. Aplicaciones prácticas: Se propone un modelo teórico conceptual para asistir en el proceso de formulación de la estrategia integrada de comunicación de la marca a sus stakeholders. Además, se propone una herramienta específica para poder aplicar el modelo propuesto. Ambas son adaptaciones de modelos existentes utilizados en Publicidad y en Relaciones Públicas. Por último, trasponer el corpus de conocimiento existente sobre el internal branding a la comunidad académica no angloparlante. Originalidad/valor añadido: La novedad de esta investigación estriba en proponer que el internal branding –y de hecho, también la Comunicación Interna– adapte y adopte las metodologías, procesos y herramientas de la planificación estratégica de la comunicación de marca en su comunicación con los empleados y otros stakeholders para mejorar su eficacia y, por ende, el engagement entre ambos.

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Alsén, Amalia, and Sofia Engström. "Ut med det gamla, in med det nya! : En omprofilerings framgångsfaktorer vid ett samarbete mellan företag och byrå." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30453.

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More intense competition has meant that companies have to take new measures to cope on the modern market. Therefore, many companies choose to change their brand in some way. This is called rebranding and is however a risky process. To reduce the risk companies can hire external parties in form of design agencies. The purpose of this study is to investigate which factors that are required to achieve a successful rebranding, when carried out in collaboration with an external agency. The study will do so by asking the question "What are the success factors of a rebranding when carried out in collaboration with an external agency?". To do so the researchers assumed a qualitative case study where semi-structured interviews have been implemented. The empirical data gathered was then analyzed using theories covering the areas of rebranding, internal marketing, and previous research on the cooperation between agency and company. The conclusions of this study shows that one success factor is found in the fact that agencies has greater experience of rebranding, compared to most companies. Another success factor is the outside perspective agencies add, which enables the companies to see new aspects of their brand. Companies should involve employees in the process to the point of collecting their opinions before the work begins, but the study shows that there should only be a few people involved in the actual rebranding process to achieve good results. The best result is achieved when all final decisions are made by the company, the agency should only come up with guidelines and suggestions.

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Öberg, Carl, and Mikaela Carlsson. "Intern employer branding i revisionsföretag : En kvalitativ flerfallsstudie om hur Big Four företagen kan minska sin personalomsättning." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-167470.

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Att lyckas behålla anställda har blivit en alltmer vanlig fråga för arbetsgivare i och med en förändrad arbetsmarknad med hög konkurrens, och en för hög omsättning av personal kan få stora konsekvenser för ett företag. En bransch som länge präglats av hög personalomsättning är revisionsbranschen, och trots att tidigare studier har gjorts för att hitta anledningar till detta är det fortfarande ett omtalat problem, och revisionsbyråerna arbetar ständigt med att få sina anställda att stanna kvar på företagen, inte minst Big Four företagen. Employer branding, och främst intern employer branding, har visat sig ha en påverkan på personalomsättning eftersom det kan leda till att anställda väljer att stanna kvar på företagen. Revisionsföretagen har fortfarande problem med hög personalomsättningen och ännu har inte intern employer branding undersökts i revisionsbranschen. Syftet med studien är att skapa förståelse för vad Big Four företagen kan förbättra i sitt arbete med intern employer branding för att minska personalomsättningen. Studien är en fenomenologisk flerfallstudie av kvalitativ karaktär där empirin har samlats in genom semistrukturerade intervjuer med nuvarande och tidigare anställda från de fyra största revisionsföretagen, Big Four. Den abduktiva ansatsen har möjliggjort en djupare förståelse av fenomenet då empirin och teorin under studiens gång har utvecklats och bearbetats för att nå fram till tydliga resultat. Studiens resultat redogör för vad som kan förbättras inom Big Four företagens interna employer branding arbete för att minska personalomsättningen. Dessa förbättringar är bland annat; skapa ett unik employer brand, ta hänsyn till individuell utveckling och att arbetsuppgifter ska vara intressanta över tid. Flera exempel på förbättringsmöjligheter är mer detaljerad feedback, att anställda ska bli mer bekanta med företagspolicys och att anställda ska få ökad förståelse för hur de bidrar till företagens organisatoriska mål.
Success in retaining employees has become an increasingly common issue for employers as a result of a changing labor market with high competition, and too high a turnover of employees can have major consequences for a company. An industry that has long been characterized by high employee turnover is the audit industry, and although previous studies have been done to find reasons for this it is still a stated problem, and the accounting firms are constantly working to get their employees to stay at the companies, not least the Big Four companies. Employer branding, and in particular internal employer branding, has been shown to have an impact on employee turnover, as it can lead to employees choosing to stay with the companies. The audit firms still have problems with high employee turnover and internal employer branding has not yet been investigated in the audit industry. The study aims to create an understanding of what the Big Four companies can improve in their work with internal employer branding to reduce employee turnover. The study is a phenomenological multi-case study of a qualitative nature where the empirical data were collected through semi-structured interviews with employees and former employees of the four largest audit firms, the Big Four. The abductive approach has allowed a deeper understanding of the phenomenon as the theory and the empirical data has been developed and processed throughout the study to achieve clear results. The result of the study describe what can be improved within the Big Four companies' work with internal employer branding to reduce employee turnover. These improvements include; create a unique employer brand, take individual development into account and make work tasks interesting over time. Further examples of opportunities for improvement are more detailed feedback, that employees should become more familiar with company policies and that employees should gain a greater understanding of how they contribute to corporate organizational goals.

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Dissertations / Theses on the topic 'Internal branding'

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