Search for dissertations about: "internal branding"
Showing result 1 - 5 of 10 swedish dissertations containing the words internal branding.
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1. Public sector branding : an internal brand management perspective
Abstract : The increased use of branding within the public sector signifies an important area for academic research that currently lacks theory and empirical evidence; public sector branding. Extant literature paints a scattered picture. On one hand, some branding principles appear to be equally relevant in the public sector as they are in the private sphere. READ MORE
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2. Imagineering Place : The Branding of Five Chinese Mega-Cities
Abstract : Cities, regions, nations and other places have in recent decades become active participants in the global competitive economy, and now operate in a global marketplace, competing with other places all over the world for investors, tourists, residents and workforce. As a result, places use marketing and branding strategies and practices to gain reputation and competitive advantage. READ MORE
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3. International Branding and Rebranding in Cross-Border Acquisitions
Abstract : Businesses worldwide are confronting a more internationalized market. With this trend, companies frequently turn to international branding and rebranding initiatives through the acquisition of companies to grow. During this process, businesses are updating their brand identity and/or strategy, while also dealing with various challenges. READ MORE
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4. Perceptual Alignment of Retail Brand Image in Corporate Branding: A study of employee perceived stakeholder alignment and effects on brand equity
Abstract : The term perceptual alignment is used in various research fields to describe the extent to which individuals share the same perceptions about an object or idea. Perceptual alignment is important from a corporate branding perspective because strong corporate brands express associations and sources of ideals that are attractive and appealing to the stakeholders related to the organisation. READ MORE
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5. Disgraced : A study of narrative identity in organizations that suffer crises of confidence
Abstract : This thesis investigates the interface between external impressions of an organization, often referred to as its brand and image, and internal expressions, its culture and the identity of its employees, in organizations that have suffered crises of confidence. More specifically, the thesis seeks to problematize the alignment ideal in the corporate branding perspective (de Chernatony, 2001; Harris and de Chernatony, 2001; Hatch and Schultz, 2001 and Balmer and Sonen, 1999), which suggests that organizations should actively seek to realign external and internal impressions, in cases where they have become misaligned. READ MORE