Review of the book Brand New by Wally Olins.

Práce analyzuje současný stav prezentace ČR v zahraničí a její význam v 21. století. Základem je podrobná analýza struktury orgánů státní správy, forem a obsahu jejich aktivit, míry celkové koordinace. V souvislostech práce dále zkoumá vliv aspektů image na sílu značky ČR a důvody pro provedení koncepčních změn. Zabývá se otázkou použití jednoslovného názvu ČR v zahraničí. Charakterizuje Koncepci jednotné prezentace ČR, její cíle, směry a nástroje. Popisuje již realizované kroky - jednotný vizuální styl ČR, jeho vznik, podobu, vizi a nový internetový portál ČR.

Purpose: The purpose of this thesis is to investigate the role that internal marketing and internal communications play in transferring the corporate identity to the members of the organization Background: Having a strong corporate identity can be a competitive advantage. However, few organizations are willing to devote the time and money it takes to ensure that everyone within the organization are fully aware of the corporate identity. One way to spread the corporate identity within the organization is through internal marketing. Many different activities fall under the concept internal marketing one of them being internal communications. One problem with this is that most organizations are more willing to make sure that their external stakeholders know of their corporate identity and they willingly throw money into advertising campaigns without informing the employees. Method: The investigation is based on a qualitative method in form of a case study where Riksbyggen was used. Five employees were interviewed and the results are presented in the empirical findings. Later the data was analyzed along with the frame of reference. Conclusion: The research found that Riksbyggen does not use their internal marketing to a large extent to spread their corporate identity. They use other internal marketing activities, e.g. internal training, bonus system, health care and funding to take courses that are unrelated to their work. The evidence that those activities actually spread the corporate identity might not be clearly visible to everyone. However, when analyzing Riksbyggen’s values, vision, history and through interviewing the employees it was clear that they embodied the corporate identity of Riksbyggen.

<p><strong>Purpose: </strong>The purpose of this thesis is to investigate the role that internal marketing and internal communications play in transferring the corporate identity to the members of the organization</p><p><strong>Background:</strong> Having a strong corporate identity can be a competitive advantage. However, few organizations are willing to devote the time and money it takes to ensure that everyone within the organization are fully aware of the corporate identity. One way to spread the corporate identity within the organization is through internal marketing. Many different activities fall under the concept internal marketing one of them being internal communications. One problem with this is that most organizations are more willing to make sure that their external stakeholders know of their corporate identity and they willingly throw money into advertising campaigns without informing the employees.</p><p><strong>Method: </strong>The investigation is based on a qualitative method in form of a case study where Riksbyggen was used. Five employees were interviewed and the results are presented in the empirical findings. Later the data was analyzed along with the frame of reference.</p><p><strong>Conclusion: </strong>The research found that Riksbyggen does not use their internal marketing to a large extent to spread their corporate identity. They use other internal marketing activities, e.g. internal training, bonus system, health care and funding to take courses that are unrelated to their work. The evidence that those activities actually spread the corporate identity might not be clearly visible to everyone. However, when analyzing Riksbyggen’s values, vision, history and through interviewing the employees it was clear that they embodied the corporate identity of Riksbyggen.</p>

Zugl.: Augsburg, Univ., Diss., 2009

Thesis (doctoral)--Hochschule St. Gallen für Wirtschafts-, Rechts- und Sozialwissenschaften, 2005.

Master-Arbeit Univ. St. Gallen, 2007.

No description available.

No description available.

Masterarbeit über die Untersuchung eines Designsystems am Fallbeispiel Audi. Analyse des Designsystems aus unterschiedlichen Bezugspunkten: Erstellung und Aufbau, Designsystem-Team, Bestandteile des Systems, Designsystem-Toolchain, Brand-Portal.:1. Einleitung 1.1 Motivation 1.2 Ziel der Arbeit
 1.3 Methodisches Vorgehen und Aufbau
 2. Begriffe und Definitionen 2.1 Crossmedia 2.2 Corporate Design 2.3 Designsystem 3. Theoretische Grundlagen 3.1 Grundlagen des Corporate Designs 3.1.1 Einordnung in das Modell Corporate Identity 3.1.2 Bestandteile des Corporate Designs 3.1.3 Umsetzung des Corporate Designs in Unternehmen 3.1.4 Nutzen von Corporate Design 3.2 Dokumentationsformen des Corporate Designs 3.2.1 Corporate-Design-Manual 3.2.2 Pattern Library 3.2.3 Designsystem 3.3 Aufbau von Designsystemen 3.3.1 Allgemeines 3.3.2 Prinzipien und Guidelines 3.3.3 Visuals 3.3.4 Komponenten und Ressourcen 3.4 Einsatz von Designsystemen in Unternehmen 3.4.1 Allgemeine Anforderungen an das Designsystem 3.4.2 Voraussetzungen im Unternehmen 3.4.3 Erstellung einer Toolchain 3.4.4 Erstellung und Pflege des Designsystems 3.4.5 Designsystem-Team 3.4.6 Brand-Portale 4. Vorgehensweise und Methodik 4.1 Fallbeispiel 4.2 Vergleich der Designsystem-Software 5. Realisierung und Durchführung 5.1 Recherche und Auswahl 5.2 Datenerhebung 5.2.1 Websites, Tools und Anwendungen 5.2.2 Durchführung des Experteninterviews 5.3 Analyse des Designsystems 5.3.1 Erstellung und Aufbau 5.3.2 Designsystem-Team 5.3.3 Bestandteile des Audi-Designsystems 5.3.4 Designsystem-Toolchain 5.3.5 Brand-Portal 5.3.6 Aktueller Stand des Designsystems 6. Bewertung der erarbeiteten Erkenntnisse 6.1 Analyse der Erkenntnisse 6.1.1 Vorteile und Chancen von Designsystemen 6.1.2 Nachteile und Risiken von Designsystemen 6.2 Limitationen der Untersuchung 6.3 Leitfaden für den Einsatz von Designsystemen im Unternehmen 7. Zusammenfassung und Ausblick 7.1 Zusammenfassung der Hauptergebnisse 7.2 Zukünftige Entwicklung