The essence of this Master thesis is the analysis of corporate identity and image in the selected part of non-profit organization. Furthermore, this analysis will provide valuable information about how it tries to be perceived and how it is perceived in reality. The theoretical part explains terms related to the topic, mainly focuses on corporate identity and its three components, as well as on essence and importance of the corporate image. Then briefly describes the issue of non-profit organization. The methodical part defines the objectives, methods and respondents of the thesis. The practical part is based on theoretical knowledge of the first part. First is presented selected non-profit organization and its part, which is the subject of research. The subsequent own research is divided into two parts, the analysis of identity by using the qualitative research in the form of individual interviews and the analysis of image by using the quantitative research in the form of questionnaire survey. The thesis is concluded by suggestion and recommendations for the non-profit organization.

The objective of the thesis is an impartial definition of elements that make up the image and identity of the Telefónica Czech Republic, a.s. company. The work is divided into theoretical and analytical part. Introduction of the theoretical part clarifies concepts such as company image and company identity within various factors of management of profit-making organizations. The theoretical part of the thesis seeks to draw on available, especially foreign literature. The subsequent analytical part is exclusively devoted to the central theme of the thesis, i.e. detailed analysis of corporate identity and corporate image of the Telefónica Czech Republic, a.s. company with the emphasis on their mutual differences. After several chapters, followed by a part focusing on active research with the help of a questionnaire survey. Here, the thesis analyses and consequently summarizes data obtained from the questionnaire survey of the scope of image and identity of Telefónica Czech Republic, a.s.. The partial objective of the analytical part is also a comparison within the competitive telecommunications market in the Czech Republic. The main aim of the thesis is to try to find possible activities leading to continuous positive development of the image and identity od Telefónica Czech Republic, a.s..

Master thesis focuses on issues of corporate identity of advertising agency NIOSPORT agency, a.s. The aim of this thesis is to analyze corporate identity of company NIOSPORT agency, a.s. In the theoretical part is explained what is a corporate identity, which elements are included and why it is so important for companies. Then there is a definition of an image with an emphasis on its distinction from the concept of corporate identity, explained the interdependence between corporate identity and corporate strategy, and then is paid attention on advertising agencies in general. The practical part consists of a description of a particular advertising agency NIOSPORT agency, a.s., the results of empirical research, evaluation of the image of agency and finally of recommendations for the future, arising from the theoretical part, analyzing corporate documents and of the depth interviews with the director, staff and clients of advertising agency.

This diploma thesis is dealing with creating compact description of strategic documentation in a company. It helps to set one direction, where the company should be heading in its vision, function, identity, objectives and values. It is a compact collection for strategic development of the company and for keeping the direction towards the chosen objectives set beforehand. It is possible to secure coordination and mutual belonging of the parts and objective of the company in a framework of unanimous material.

This thesis focus on semiological analysis of selected corporate logo. Logo is visual identity of brand. Visual identity is a part of corporate identity. Logo is a conjunction of graphic design and marketing strategies. This thesis is based on semiotics theories, although incorporating marketing basics and marketing semiotics take on this problem. Within the practical part the logo analyzed using denotation and connotation. Researched brand is US coffee chain Starbucks, which is one of the most successful coffee companies worldwide. Their corporate logo went through a long development and its strikingly successful.

This thesis focus on semiological analysis of selected corporate logo. Logos are part of the corporate identity and they are surrounding us all the time. Our society is overloaded with logos and that is main reason why logo has to be well remembered, easily recognized and connected with the brand. Logo is a conjunction of graphic design and marketing strategies. From the semiological point of view, this thesis is based on Roland Barthes's theories, although incorporating marketing basics and marketing semiotics take on this problem. Within the practical part the logo analyzed using denotation, connotation and myth. Researched brand is US coffee chain Starbucks, which is one of the most successful coffee companies worldwide. Their corporate logo went through a long development and its strikingly successful. Keywords logo, semiology, marketing semiotics, graphic design, corporate identity, myth, conotation, denotation

This thesis focus on semiological analysis of selected corporate logo. Logos are part of the corporate identity and they are surrounding us all the time. Logo is visual identity of brand. Our society is overloaded with logos and that is main reason why logo has to be well remembered, easily recognized and connected with the brand. Logo is a conjunction of graphic design and marketing strategies. This thesis is based on semiotics theories, although incorporating marketing basics and marketing semiotics take on this problem. Within the practical part the logo analyzed using denotation and connotation. Researched brand is US coffee chain Starbucks, which is one of the most successful coffee companies worldwide. Their corporate logo went through a long development and its strikingly successful.

“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

El objetivo de la presente investigación consiste en identificar si existe relación entre la identidad corporativa y motivación laboral en enfermeras de un hospital en el Callao. La muestra compuesta por 138 enfermeras con una edad promedio de 46.88 (DE=10,84), a las cuales se les aplicó la Escala de Identidad Corporativa creada Orellana, Bossio y Jaime (2013); y la Escala de Motivación Laboral R - MAWS construida por Gágne et al. (2010) y adaptada por Gastañaduy (2013). Los resultados obtenidos indican que existen correlaciones positivas entre identidad personal y motivación intrínseca, regulación externa e identidad organizacional, identidad social y regulación identificada, e identidad social y la motivación intrínseca. En este sentido, la identidad corporativa de una persona con respecto a la empresa donde labora está asociada con la motivación que recibe de la misma. / The objective of this study was to identify the relationship between corporate identity and work motivation in nurses at a hospital in Callao, there were 138 nurses. We applied the Corporate Identity Scale created by Orellana, Bossio and Jaime (2013). Also, the Work Motivation Scale (R - MAWS) created by Gágne et al. (2010), adapted by Gastañaduy (2013). The results indicate two significant correlations. The results obtained indicate that there are positive correlations between personal identity and intrinsic motivation, external regulation and organizational identity, social identity and identified regulation, and social identity and intrinsic motivation. That means that the corporate identity determines how motivated the person is with their job. / Tesis

[ES] El desarrollo del medio digital ha transformado nuestra forma de consumo en las últimas décadas. La invención de Internet, su democratización, la aparición de múltiples dispositivos de acceso y las redes sociales, la tecnificación de los objetos y la llegada de la inteligencia artificial han tenido un impacto significativo en la sociedad, así como entidades esenciales como las empresas y sus marcas. La integración total de la digitalización en las marcas es una realidad, y cada vez se opta más por este medio como un espacio prioritario para aportar valor al público a través de sus productos o servicios. Esta investigación se centra en profundizar en el significado de la marca digital y en sus características esenciales. Para ello, se realizará un recorrido histórico de la evolución de los signos identitarios con relación a la tecnología, lo que permitirá tener un enfoque global en su adaptación a cada uno de los avances digitales. Además, se analizarán los múltiples significados de marca y se revisará y recogerá la metodología específica para su creación: el branding. Con el fin de entender las particularidades y ventajas de los marcos de trabajo aplicados en el sector digital y del desarrollo de software, se estudiarán metodologías iterativas basadas en sistemas ágiles como el Design Thinking, el Diseño Centrado en Usuario o el Atomic Design, entre otros. Finalmente, a partir del estudio realizado, se generará una metodología híbrida para crear marcas digitales capaces de adaptarse mejor a los cambios de contexto del medio. Para ello, se hará uso de procesos, herramientas y plataformas complementarias empleadas en ámbitos tecnológicos y se diseñará un proceso de revisión constante con el fin de asegurar la calidad y el buen funcionamiento de las marcas en todo momento. / [CA] El desenvolupament dels mitjans digitals han transformat la nostra forma de consum en les últimes dècades. La invenció d'Internet, la seua democratització, l'aparició de múltiples dispositius d'accés i les xarxes socials, la tecnificació dels objectius i l'arribada de la intel·ligència artificial han tingut un impacte significatiu en la societat i en les entitats essencials com les empreses i les seues marques. La integració total de la digitalització en les marques és una realitat, i cada vegada s'opta més per aquest mitjà com un espai prioritari per a aportar valor al públic. Aquesta investigació es centra en aprofundir en el significat de la marca digital i en les seues característiques essencials. Per a això, es realitzarà un recorregut històric de l'evolució dels signes identitaris en relació amb la tecnologia, la qual cosa permetrà tindre un enfocament global de la seua adaptació a cadascun dels sorgiments digitals. A més a més, s'analitzaran els múltiples significats de marca i es revisarà i recollirà la metodologia específica per a la seua creació: el branding. Amb la finalitat d'entendre les particularitats i avantatges dels marcs de treball aplicats al sector digital i del desenvolupament del software, s'estudiaran metodologies iteratives basades en sistemes àgils com el Design Thinking, el Disseny Centrat en l'Usuari, l'Atomic Design, entre d'altres. Finalment, a partir de l'estudi realitzat, es generarà una metodologia híbrida per a crear marques digitals capaces d'adaptar-se millor als canvis de context del mitjà. Per a això, es farà ús dels processos, eines i plataformes complementàries emprades en àmbits tecnològics i es dissenyarà un procés de revisió constant amb la finalitat d'assegurar la qualitat i el bon funcionament de les marques en tot moment. / [EN] The advancement of digital media has significantly impacted how we consume information in recent years. With the Internet and social networks becoming more accessible, coupled with the emergence of multiple access devices and the application of artificial intelligence, society and essential entities such as companies and their brands have been significantly affected. Digitalisation has become an integral part of branding, and companies now prioritize using digital media to provide value to their customers. This research explores the meaning of digital branding and its fundamental characteristics. It will provide a historical overview of how identity signs have evolved with technological advancements, offering a comprehensive approach to their adaptation in the digital age. To fully understand the advantages and nuances of digital and software development frameworks, this study will delve into iterative methodologies based on agile systems, such as Design Thinking, User-Centered Design, and Atomic Design. Ultimately, the study will generate a hybrid methodology for creating digital brands that can adapt better to environmental changes. For this purpose, other complementary processes, such as tools and platforms used in technological fields, will be used. A constant review process will also be present to ensure the quality and proper functioning of the brands at all times. / Canavese Arbona, A. (2023). Diseño de identidades digitales: metodología iterativa para la creación y desarrollo de marcas [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/196737