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.

Problem: Today a brand means more than just an image or logo. Employees often see themselves as the brand and feel a connection to it. Since a brand is representing and telling us something about the company and its consultants, it is important to describe what is contributing to eventual brand identity solidarity or why critical differences are occurring. An internal shared understanding about brand identity between employees and brand leadership can result in achieving organizational goals. Companies that would like to signify to their customers what their brand identity is and what it stands for, have to start within the company. Therefore before signifying to their customers, the company have to make sure that their own employees understand what their brand identity stands for and what it is, which the problematization in this study is. Purpose: The purpose is to explore and describe the company’s main brand identity by interpreting the consultants’ and the brand leadership’s perceptions and associations about the brand identity. Methods: The empirical approach is based on interviews with consultants and brand leadership. To analyze the empirical results we have gathered information about the topic via literatures, journals and articles that explain the main ideas in brand identity. Conclusions: When analyzing the results, we have identified how the consultants and the brand leadership differ in their perceptions and associations in their brand identity. Based on the results we have obtained different answers with similar contents that helped us to identify their main brand identity.

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Idag är samhället väldigt miljöinriktat och allt fler människor uppskattar ett utbud av hållbara resurser för en hållbar utveckling. Många företag tillämpar detta i sitt varumärkesbyggande jämsides med andra strategier och faktorer för att uppnå ett starkare varumärke. Vi har valt att avgränsa oss till elbolaget Telge Energi som befinner sig konkurrenspräglad bransch för att undersöka hur de byggt upp sitt varumärke. Ett av till att vi valt Telge Energi är på grund av att företaget gått ut med att de har blivit utsedda Sveriges grönaste elbolag.1Förutom att vi har god access till företaget är ytterligare ett att de även säger sig erbjuda förnyelsebar el och utmanar därmed de större konkurrenterna inom den svenska elbranschen. Med utgångspunkt i att få ökad förståelse för Telge Energis varumärkesbyggande har som mål att belysa viktiga faktorer och strategier som företaget tillämpat och som företag kan inspireras av. Dessa faktorer och strategier som vi har fastställt ur studien även försökt illustrera i en egen modell. Dessutom har vi även tagit fasta på brister i Energis varumärkesbyggande i relation till vår valda teoretiska referensram, som kan vara hjälp och användning för företaget i framtiden. Den teoretiska referensramen är främst baserad på David A. Aaker, men även Mats tidskriften Strategic decision, Bhimrao M. Ghodeswar och Elisabet Garriga och Domènec. Deras teorier har varit relevanta för denna uppsats och behandlar brand equity, framgångsrikt varumärkesbyggande, varumärkesidentitet, varumärkesledarskap, varumärkesorientering CSR (Corporate Social Responsibility). Dessa olika områden som författarna berör har oss att öka förståelsen för varumärkesbyggande samt besvara studiens syfte. Genomförandet av uppsatsen har bedrivits med hjälp av en kvalitativ ansats för att besvara syftet. Primärdatat består av djupintervjuer med Telge Energis ledning och sekundärdatat används främst i problembakgrunden för uppsatsen. I analysen har vi jämfört den teoretiska referensramen med empirin, som erhållits från djupintervjuerna för att i synnerhet uppnå en ökad förståelse för Telge Energis varumärkesbyggande samt belysa viktiga faktorer i företagets varumärkesbyggande. Resultatet från analysen visar att de faktorer och strategier som har varit till fördel för Telge Energi vid uppbyggnaden av det egna varumärket är varumärkesdifferentiering, att ha en lojal kundbas, att utnyttja ett flertal kommunikationskanaler, att skapa en bra bild av företaget med hjälp av CSR samt med hjälp av kärnvärden införliva valda tekniker och strategier för varumärkesbyggande i företagets alla funktioner och verksamheter.

本研究旨在探討台北市、台北縣、桃園縣、宜蘭市、基隆市幼兒園品牌領導與幼兒園品牌權益之內涵與運用現況之探討；並分析不同背景變項幼兒園品牌領導策略與幼兒園品牌權益之差異、相關與預測情形。 首先採取文獻探究，作為研究架構之依據；再以北區五縣市幼兒園組織人員共319位為研究對象，利用自編之「幼兒園品牌領導策略與幼兒園品牌權益」為研究工具，進行問卷調查；問卷所得資料以SPSS12.0中文版統計軟體，運用描述統計、獨立樣本T考驗、單因子變異數分析、皮爾森積差相關分析、多元逐步迴歸分析、及內容分析等方法進行分析討論。根據研究結果及分析後歸納之研究結論如下： ㄧ、幼兒園品牌領導運用程度的得分為中程度，並以「組織的結構與流程」向度最高，而「品牌架構」向度得分最低 二、幼兒園品牌權益的成效得分為中高程度，並以「品牌忠誠度」向度得分最高，以「品牌知名度」向度得分最低 三、幼兒園組織人員背景變項中，服務年資、園所性質、園所類型、園所規模在在幼兒園品牌領導策略運用程度上達顯著水準，但年齡、教育程度、擔任職 務、園所區域、園所歷史未達顯著差異 四、幼兒園組織人員背景變項中，年齡、服務年資、園所性質、園所類型、園所規模在幼兒園品牌權益的差異達顯著水準，但教育程度、擔任職務、園所區 域上未達顯著差異 五、幼兒園品牌領導策略得分高分組者，在幼兒園品牌權益得分顯著優於中、低分組；幼兒園品牌領導策略得分中分組者，在幼兒園品牌權益得分顯著優於 於低分組 六、幼兒園品牌領導策略與幼兒園品牌權益間呈顯著正相關 七、幼兒園品牌領導策略對幼兒園品牌權益具有正向預測作用，且以品牌識別最具有預測力 最後根據研究結果提出建議，以提供幼兒園領導者與經營團隊、教育行政單位與未來研究之參考。

本研究旨在瞭解國民小學校長運用品牌領導與學校創新經營關係之指標、內涵與現況，並 且探討與預測其關係，進而建構及驗證其互動模式，並依研究結果提出建議。 首先，進行初步文獻探討，作為本研究之研究架構的理論基礎；其次，實地訪談五位在現 場服務之國民小學校長，並依據教育部編製之九十七年度國民小學名錄中抽樣二十三縣市之公 私立國民小學，回收情形為預試問卷調查80 位國民小學校長，正式問卷269 位國民小學校長， 驗證問卷121 位國民小學校長，共抽樣700 位國民小學校長，總共回收470 份調查問卷，有效 問卷470 份，以分析現況、驗證理論；最後，依據研究結果進行討論與結論建議。研究主要發 現如下： 一、 國民小學校長運用品牌領導與學校創新經營關係的指標、內涵及其現況 （一） 國民小學校長運用品牌領導包括「學校品牌領導架構與流程」、「學校品牌識別與定位」 與「校長實施品牌領導的計畫」三個向度；除分向度「校長實施品牌領導的計畫」向 度得分為高程度外，整體與其他二個分向度得分均為中高，其中以「校長實施品牌領 導的計畫」得分最高。 （二） 國民小學校長之學校創新經營包括「行政管理創新」、「教學專業創新」、「知識管理創 新」、「公共關係創新」、「資訊科技創新」，以及「學校建築創新」六個向度；除「學校 建築創新」向度得分為中高程度，整體與其他向度得分皆為高程度，其中以「公共關 係創新」得分最高。 二、 不同背景變項在國民小學校長運用品牌領導與學校創新經營之差異情形 （一） 不同背景變項在國民小學校長運用品牌領導的得分方面：研究發現在性別、總服務年 資、學校所在區域有顯著差異。 （二） 不同背景變項在國民小學校長之學校創新經營的得分方面：研究發現在性別、總服務 年資有顯著差異。 三、 國民小學校長運用品牌領導與學校創新經營之相關情形 整體國民小學校長運用品牌領導與國民小學校長之學校創新經營間呈顯著中度正相關，國 民小學校長之學校創新經營各分向度中，以行政管理創新與國民小學校長運用品牌領導總量表 之相關程度最高。 四、 國民小學校長運用品牌領導各向度對國民小學校長之學校創新經營的預測情形 國民小學校長運用品牌領導之學校品牌領導架構與流程、學校品牌識別與定位與校長實施 品牌領導的計畫變項對整體國民小學校長之學校創新經營有顯著的預測力。 五、 國民小學校長運用品牌領導各向度對國民小學校長之學校創新經營的互動模式各項適 配度指標良好 上游潛在變項「國民小學校長運用品牌領導」對下游潛在變項「國民小學校長之學校創新 經營」具有顯著的影響力。 最後，本研究根據研究發現，提出相關建議，俾提供教育行政機關、國民小學校長們以及 後續研究參考。 / The main purpose of this study is to investigate the relationship of the elementary school principals utilizing the brand leadership and the school innovative management. This study included literature analysis, interview, and questionnaire survey to be the survey methods. The purpose of literature analysis was aimed to explore the brand leadership and school innovative management. The purpose of interviewing 5 experts was aimed to get more opinion and information about school brand leadership and school innovative management. Based on arranging related theory, document, and opinion, researcher made the questionnaires of this study. The subjects of the questionnaire included the principals of elementary school in 23 cities and counties of Taiwan. The data of this study was analyzed 470 sampling subjects by description statistics, t-test, correlation and ANOVA, Multiple Regression and LISREL model. According to the statistics analysis of the questionnaire, we can get the following results. A. In the aspect of the principals of elementary school utilizing the brand leadership a. The school brand leadership includes three parts, which are (1) the structure and process of school brand leadership, (2) recognizing and stating school brand, (3) principals utilize the plans of brand leadership. Except for the perception of “principals utilize the plans of brand leadership” was high degree of these three parts, other aspects were above average. For all, the best dimension is “principals utilize the plans of brand leadership”. b. Principals’ sexual, total years of servicing, and school site have significant influences on school brand leadership. B. In the aspect of the principals of elementary school operating the school innovative management a. The school innovative management includes six parts, which are (1) the innovation of administration and management, (2) the innovation of professional teaching, (3) the innovation of knowledge management, (4) the innovation of public relationship, (5) the innovation of information technology, (6) the innovation of school building and facilities. Except for the perception of “the innovation of school building and facilities” was above average, other aspects were high degree. For all, the best dimension is “the innovation of public relationship”. b. Principals’ sexual, total years of servicing have significant influences on school innovative management. C. In the aspect of the relationship between the principals of elementary school utilizing the brand leadership and school innovative management a. There was positive correlation and regression existed among the principals of elementary school utilizing brand leadership and school innovative management. b. The principals of elementary school utilizing brand leadership did promote school innovative management. In the last part, according to the findings and results, the researcher proposed some suggestion for the educational officers and the principals of elementary school, hoping to benefit the improvement and development of education of elementary school in the future.

本研究旨在瞭解國民小學校長運用網路社群服務與品牌領導之內涵與現況，並探討與預測其關係，最後依據研究結果提出建議。首先，進行文獻探討，作為研究理論之基礎及發展研究工具之依據；其次，依據教育部編製之一百年度國民小學名錄中抽取25縣市之527位國民小學現任校長，(有效問卷382份)，回收情形為預試問卷調查49位國民小學校長，正式問卷382位國民小學校長，以描述統計、獨立樣本T考驗、單因子變異數分析、皮爾森積差相關分析、驗證模式分析；最後，依據研究結果進行綜合討論，以形成結論與建議。茲將本研究之主要結論於建議歸納如下: 壹、國民小學校長運用Facebook與品牌領導之內涵與現況 一、國民小學校長在「校長運用Facebook量表」及其向度的現況得分大多屬 於中高程度，且以「人際關係」向度的得分最高。 二、國民小學校長「品牌領導量表」及其向度的現況得分大多屬於中高程度，且 以「校長實施品牌領導的計劃」向度的得分最高。 貳、不同背景變項的國民小學校長在運用Facebook與品牌領導得分之差異 情形 一、國民小學校長的背景變項中，性別、使用Facebook與否、使用Facebook的頻率，在校長運用Facebook得分之差異達顯著水準。 二、國民小學校長背景變項中，學校規模在校長品牌領導得分之差異達顯著水 準。 叁、國民小學校長運用Facebook與品牌領導之相關情形 一、 整體國民小學校長運用Facebook與品牌領導間呈顯著的正相關，且以 「校長運用Facebook」之「共創價值」向度與「國民小學校長品牌領導」之「學校品牌領導架構與流程」相關程度最高。 肆、驗證本模式之國民小學校長運用Facebook與國民小學校長品牌領導的互動 模式各項適配度指標 上有潛在變項「校長運用Facebook量表」對下游前在變項「國民小學校長品牌領導」具有顯著的影響力。 最後，本研究根據研究發現，提出相關建議，俾供教育行政機關、國民小學校長們以及後續研究之參考。 / The main purpose of this research was to investigate the using Facebook for the purpose of Leadership Branding by the Elementary School Principal in Taiwan. The research methods included literature reviews and questionnaire survey. First, the literature review was the basis of argument and for the development of research tools. Secondly, the research instrument was distributed to 527 elementary school principals all over Taiwan and there were 382 valid sample sizes which were used in this study. Using descriptive statistics, Cronbach α, t-test, one- way ANOVA, correlation, and LISREL model, data are analyzed. Finally, the comprehensive discussion was based on the literature reviews, and to make up conclusions and recommendations which were summarized as follows: A. In the aspect of elementary school principal using Facebook 1. Facebook includes four parts: Interaction, Brand Image, Relationship, and Creation value. Except for the perception of “Relationship” have significant influences on elementary school principal using Facebook. 2. The background variables in gender, if to use Facebook, frequency of usage Facebook have significant influences on elementary school principal using Facebook. B. In the aspect of Brand Leadership 1. The brand leadership includes three parts: the structure and process of school brand leadership, recognizing and stating school brand, principals utilize the plans of brand leadership. Except for the perception of “principals utilize the plans of brand leadership” have significant influences on Brand Leadership. 2. The background variables in size of school have significant influences on Brand Leadership. C. In the aspect of the relationship in between the Facebook and Leadership Branding by the Elementary School Principal 1. There was a positive correlation existed among Facebook on dimension of “Creation” and Leadership Branding on dimension of “the structure and process of school brand leadership” by the Elementary School Principal. D. In the aspect of relationship among the Facebook and Leadership Branding by the Elementary School Principal 1. There were positively correlation existed among the Facebook and Leadership Branding by the Elementary School Principal. In the last part, according to the findings and results, the researcher proposed some suggestion for the educational officers and the principals of elementary school, hoping to benefit the improvement and development of education of elementary school in the future.