“What role did branding play in the social marketing processes of the three Schwab Foundation award winning social enterprises (SEs)?” The research problem, as well as the research questions, revolve around the issue of establishing how branding may be employed as part of the social marketing process in such a way as to increase the competitiveness of those organisations known as social enterprises (SEs). This study investigates three SEs whose Chief Executive Officers (CEOs) have won The Schwab Foundation Social Entrepreneur (SFSE) of the Year Awards, to determine how branding was used as a communication tool to position their organisations as leaders and differentiators in the development sector. The three SEs that were chosen as case study organisations are: Soul City, Heartbeat and the Johannesburg Housing Company (JHC). The theoretical context focuses firstly on the non-profit sector in South Africa as the context and environment of this study, more specifically, the evolution of non-profit organisations (NPOs) into Social Enterprises (SEs). This is followed by defining communication principles and applications as they appear in both profit-driven and non-profit organisations/social enterprises (NPOs/SEs). This is applied in two different communication contexts: communication within corporate organisations and communication within development organisations. The last theoretical focus is placed on understanding what branding means, a description of the different branding categories, and a view of the evolution of branding to brand building and brand leadership. This is followed by a discussion on the importance of brand identity and equity in the process of brand development, brand management and measurement, including a presentation of the main role players in this brand-building process. Branding is then discussed as it is applied in SEs, outlining what a strong brand could do for the development sector. A combination of qualitative and quantitative research approaches are utilised; more specifically a qualitative research approach, supported by a quantitative one, referred to as the “dominant less-dominant model”. This study is based on the grounded theory model supported by a collective case study approach, also referred to as “building theories from case study research”. The study further indicates the theory that was generated by this study, namely “The Social Enterprise (SE) branding layered grounded theory model”. Whereas the 1st layer displays the important role that the NPO/SE sector if fulfilling in modern society; the 2nd layer the specific space and linkages of SEs with the different other society sectors are explained; the 3rd layer positions/similar to Maslow’s hierarchy of needs with the growth path of NPOs towards SEs and their own sustainability on the NPO/SE pyramid model; the 4th layer indicates the fact that the same corporate communication principles applies to the development sector; and the 5th layer stresses the important role that branding plays as the core element of a corporate communication strategy. In summary, the study found that a lack of implementation of corporate communication in NPOs and SEs, more specifically the absence of a corporate identity, image and a strategic brand management process, has a direct impact on the effectiveness of SEs’ communication and limits the achievement of their developmental objectives. / Thesis (PhD)--University of Pretoria, 2013. / gm2013 / Information Science / unrestricted

M. Tech. (Department of Public Relations Management, Faculty of Human Sciences), Vaal University of Technology / ABSTRACT The internet has become one of the most powerful communication tools. Therefore, much has been written over the past few years about the rise and use of online communication, but there is still very limited research on the use of online communication by Generation Y members and corporations in an African context. Consequently, the internet has become one of the most powerful communication tool. This has led to the evolutions of the public relations discipline in keeping up with trends, embracing new opportunities and using diverse and effective communication mediums to engage with different stakeholders. This dissertation determines the contribution of online corporate communication to brand reputation amongst Generation Y members in the Vaal Region and the effect it can have on the perceived reputation of an organisation. This was done though ascertaining ways in which Generation Y in the Vaal Region (Evaton, Sebokeng and Vanderbijlpark) uses different online corporate communicate tools to engage with brands. This quantitative study used a cross-sectional descriptive research approach. Two hundred questionnaires that comprised of three sections namely: (1) demographics and sources of information, (2) online communication behaviour and (3) online reputation management were distributed amongst Generation Y members in the Vaal Region. The respondents were between the ages of 18-35, descriptive statistics such as frequencies, the mean, medium and the mode, factor analysis, t-tests and ANOVA were used to analyse the data obtained from the respondents. From the results it is evident that the growth of the internet and the development of smartphones, iPads and tablets have drastically changed the way people communicate, especially Generation Y members, thus leading brands to actively operate online. Social networking sites like Facebook, Instagram, Twitter and YouTube have taken over the technological aspect of two way interaction between customers and brands thereby influencing an organisation’s reputation. In as much as online communication has brought about change to the public relations discipline it has a detrimental impact on a company’s reputation if not managed properly. Therefore, companies that use online communication and those that do not use online communication should be aware of Generation Y’s online brand engagement, behaviour and expectation as this will have an effect on the organisations reputation when engaging with members from this group.

El presente trabajo de investigación busca analizar la gestión de la comunicación corporativa en tiempos de pandemia por la COVID-19. Para ello, se recopiló información del Centro Cultural Continental a través de un seguimiento minucioso en su única red social, fanpage, entrevistas a expertos en gestión cultural del ámbito local, nacional e internacional y a los seguidores del CCC. Como resultado del análisis presentamos una propuesta de plan estratégico de comunicación para ser aplicado en el CCC. Poniendo énfasis, como maestrantes a DIRCOM, el tratamiento adecuado de la comunicación y alineada a los objetivos estratégicos de la empresa. La propuesta busca corregir las falencias identificadas en el manejo de la comunicación del CCC. El documento será presentado para su análisis y uso con el anhelo de que sea implementado y aporte a la mejora de la gestión de la comunicación que redunde en la notoriedad del CCC, impactando positivamente en la imagen.   Concluimos que el plan estratégico de comunicación permite preparar escenarios que faciliten el desenvolvimiento de esta área cultural de manera óptima ante situaciones de crisis de gran magnitud. / This research work seeks to analyze the management of corporate communication in times of a COVID-19 pandemic. To do this, information was collected from the Continental Cultural Center through a meticulous follow-up on its only social network, fanpage, interviews with experts in cultural management at the local, national and international levels and with the followers of the CCC. As a result of the analysis, we present a proposal for a strategic communication plan to be applied in the CCC. Emphasizing, as future DIRCOM, the proper treatment of communication and aligned with the strategic objectives of the company. The proposal seeks to correct the flaws identified in the CCC's communication management. The document will be presented for analysis and use with the hope that it will be implemented and contribute to the improvement of communication management that results in the notoriety of the CCC, positively impacting the image. We conclude that the strategic communication plan allows to prepare scenarios that facilitate the development of this cultural area in an optimal way in the face of large-scale crisis situations. / Trabajo de investigación

In the light of a market that showcases increased hesitation and skepticism over green marketing and environmental communication, is the necessity of a well executed corporate communication greater than ever. What can be seen on the market is corporations that are unintentionally using motive greenwashing as a tool for attracting and persuading consumers to favour the corporations image. Prior research within green marketing has put a large focus on greenwashing in product context and the effects of it on consumer behaviour. In this study greenwashing is examined in a communication context and its effect on different aspects of consumer behaviour and attitude.

Actualmente, las empresas invierten en diversas herramientas de gestión en busca de generar mayores resultados empresariales, por lo que la comunicación corporativa y el canal juegan un papel importante para fortalecer las relaciones con los stakeholders. Teniendo esto en cuenta, la presente investigación se plantea como propósito mostrar las posturas principales que generan controversia sobre qué canal de comunicación tiene mayor impacto en los resultados empresariales en organizaciones de diversos sectores, como el hotelero, de servicios, entre otros. Cabe mencionar que estos estudios fueron publicados entre el periodo 2015-2020. Los resultados obtenidos de los artículos presentados mencionan el uso del canal digital y del tradicional para comunicar a las partes interesadas temas como responsabilidad social, comunicación interna (endomarketing), comunicación externa y marketing, así como sobrellevar situaciones de crisis y mitigar las barreras de comunicación que pueden darse al momento de interactuar comercialmente en el mercado internacional. En lo referente a las conclusiones del estudio, algunos autores se orientaron por generar relaciones comerciales empleando los canales digitales como redes sociales, inteligencia artificial, sesiones online, entre otros, a fin de conseguir mejores resultados empresariales. Mientras que otros autores abordaron la comunicación tradicional para fortalecer las relaciones con cercanía y empatía, pues afirmaron que de ese modo se obtienen mejores resultados en el desempeño empresarial. / Currently, companies seek to generate greater business results by investing in various management tools, where corporate communication and the channel play an important role in strengthening relationships with stakeholders. The purpose of this article is to show the main positions that generate controversy about which communication channel has a greater impact on business results in organizations from various sectors such as hotels, services, among others. It is worth mentioning that these studies were published between 2015 and 2020. The results obtained from the articles make mention of the use of the digital channel and the traditional channel to communicate to stakeholders issues such as social responsibility, internal communication (endomarketing), external communication and marketing, and to cope with crisis situations as well as mitigate the barriers of communication that can occur when interacting commercially in the international market. Finally, the conclusions of the study, some authors are oriented to generate commercial relationships using digital channels such as social networks, artificial intelligence, online sessions, among others to have better business results. While other authors are oriented by traditional communication to strengthen relationships with closeness and empathy, they affirm that in this way better results are obtained in business performance. / Trabajo de Suficiencia Profesional

This thesis uses Fairclough’s three-dimensional model for critical discourse analysis to investigate the newly ratified EU directive Empowering the Consumers for a Green Transition (ECGT). By using the fundamental philosophical assumptions of discourse analysis, framing theory, and active audience theory, the thesis investigates how the notions of greenwashing and consumers are discursively constructed in the directive. As well as how solutions to combating greenwashing are discursively constructed. The thesis finds that greenwashing is mainly constructed as a communication-related phenomenon using misleading explicit claims in corporate and organizational communication. Furthermore, greenwashing is constituted as a misleading communication and unfair market practice rather than being related to environmental aspects. When it comes to consumers, they are attributed a key role in driving the green transition of the EU region. However, as an audience, they also lack empowerment due to their lack of inability to assess environmental claims in media texts critically. Moreover, the proposed solutions and strategies for combating greenwashing should be implemented so that it does not affect the current market mechanism. While greenwashing communication should be prohibited according to the directive, the document does not address how identified negative consumption patterns should be altered. However, the directive leaves out several greenwashing communication strategies currently being used on the market. Leaving a potential loophole for latent and more sophisticated greenwashing practices to continue. Thus implicating the EU’s explicit goal to achieve a green transition and the reduction of misleading communication practices related to the environment in the region.

La RSC cumple en la comunicación externa una Rol fundamental en el crecimiento de la imagen de las empresas porque forma la percepción que tienen los públicos, por lo que es importante saber si verdaderamente realizan dichas acciones y como las dan a conocer. Por consiguiente, la presente investigación tuvo como objetivo principal analizar la responsabilidad social corporativa de las empresas textiles H&M y ZARA. Como objetivos específicos se identificó las acciones de la RSC de H&M y Zara. Asimismo, se explicó los mensajes online que transmiten las acciones de la RSC de las compañías. Además, de comparar las actividades de responsabilidad social corporativa de H&M y Zara. Se usó una metodología cualitativa con paradigma naturalista, bajo el enfoque hermenéutico. Se llegó a la conclusión de que H&M y Zara si realizan acciones de Responsabilidad social corporativa, mediante posts, ya sean vídeos e imágenes. Además, se logró conocer las opiniones de las personas y sus reacciones frente a los mensajes transmitidos por las redes sociales de las empresas textiles. / CSR fulfills a fundamental function in external communication in the growth of the image of companies because it forms the perception that the public has, so it is important to know if they really carry out these actions and how they make them known. Therefore, the main objective of this research was to analyze the corporate social responsibility of the textile companies H&M and ZARA. The CSR actions of H&M and Zara were identified as specific objectives. Likewise, the online messages that transmit the CSR actions of companies were explained. Also, compare the corporate social responsibility activities of H&M and Zara. A qualitative methodology with a naturalistic paradigm was used, under the hermeneutic approach. It was concluded that H&M and Zara do carry out Corporate Social Responsibility actions, through publications, whether they are videos or images. In addition, the opinions of the people and their reactions to the messages transmitted by the social networks of the textile companies will be known.

Title: Corporate Identity of the Czech Olympic Committee Objectives: The thesis contains an analysis of recent image of corporate identity (CI) of the Czech Olympic Committee. The main objective of the thesis is an evaluation of the CI of the organization and a comparison with the arranged theoretical knowledge of contemporary literature. The outcome of the analysis is the suggestions and references to improve the area of CI. All of these suggestions will help to create new projects and more effective CI of the following organization. Methods: The thesis could be divided into two parts. The first part - theoretical - is dealing with the problems of theoretical knowledge which is available in the contemporary literature. The second part of the thesis contains the analysis, the comparison, the critical evaluation and suitable (realistic) recommendations for the creation of the optimal CI. The relevant data were obtained from the available documents and from the interviews with the members of the organisation. The rest of the data was obtained from author's personal expierence from the organisation where participated in an internship. Results: The analysis of CI shows the current status and quality of work of the Czech Olympic Committee, full of quality work with a purpose and the effort of the change...

The aim of this study is to investigate the effectiveness of the internal communication, as a dimension of internal marketing, in a global multicultural company. The study was based on a conceptual model that is a miscellany of theoretical concepts of how to create effective internal marketing communication for global organizations. Through the investigation of the company referred to as Alpha, a quantitative study across six countries was conducted to further the knowledge on how to address the needs of internal customers and adjust the internal marketing strategy thereafter. A questionnaire was sent to a random sample, with a response rate of 215 employees that together reflected the total population of 2831. Through the usage of ANOVAs, the findings displayed significant differences of how the employees in all countries perceived the internal communication at Alpha. The study also compared differences within two countries where there was enough data to investigate differences between categories of employees, these results were not significant. In general, it can be said that the results were grouped by the differences of the three European countries against the three non-European countries. Another prominent finding was that China was separated from the other countries, this was also the instance collectively shown for Sweden and Finland as they were often grouped together. The implications are that possible differences in business culture may have affected these results, which further studies need to investigate. The results jointly report that the internal customers are not satisfied with the internal communication. The conclusion is that the needs of the employees at Alpha should be addressed much further, as a part of the company internal marketing communication strategy.

Il progetto di tesi si basa su uno studio di carattere qualitativo focalizzato a costruire un framework teorico relativo ai processi di comunicazione lungo la Supply Chain (SC), identificando come la stessa comunicazione sia in grado di supportare il complesso processo di Supply Chain Management (SCM) sia sul piano strategico, sia sul piano operativo. Il progetto di tesi si articola quindi in tre parti specifiche: 1. una review sistematica e critica della letteratura internazionale sui temi della Supply Chain e della comunicazione che fornisce un’analisi approfondita del dibattito internazionale sui processi relationship-based della SC, evidenziando inoltre il fondamentale ruolo della comunicazione nello scambio di flussi sociali, informativi e fisici tra i partner; 2. due studi esplorativi di tipo induttivo-deduttivo che costruiscono una mappatura concettuale preliminare dei ruoli e dei canali di comunicazione che supportano le fasi strategiche ed operative del SCM; 3. uno studio Grounded Theory (GT) progettato sulla base dei risultati emersi dai precedenti studi preliminari e basato su una ricerca empirica approfondita che ha coinvolto SC executives e managers di aziende italiane ed internazionali. / The Ph.D. research project is based on a wide qualitative study aimed at building a theoretical framework of the communication processes along the SC identifying how communication supports strategic and operational SCM and providing managerial insights on how to make an effective and efficient use of communication resources over time. The project emphasizes how relationships and processes are affected by communication flows, depicting the links among SC processes, communication and SC performance dimensions. More specifically, the project methodological design is articulated in three subsequent interrelated research phases: 1. a systematic and critical literature review on SC and communication providing a focused analysis of the international debate on SC relationship-based processes highlighting communication as an enabler of social, information and physical flows among SC partners; 2. a two-step exploratory inductive-deductive study aimed at building a preliminary conceptual mapping of communication roles and channels supporting strategic and operational SCM; a comprehensive Grounded Theory (GT) study designed according to emergent insights from both the preliminary inductive-deductive analysis carried out and an in depth empirical research investigating widespread SC communication representations, practices and aspirations.