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.

La imagen corporativa es un concepto que se ha venido desarrollando a través del tiempo, y actualizándose de forma perceptual en los públicos interesados, es importante reconocer que está entrelazada con las imágenes corporativas, las identidades atribuidas, y las reputaciones según las partes interesadas, por ende la percepción organizativa de los públicos permite sacar conclusiones y diseñar estrategias competitivas. Por ello, el presente trabajo tiene como objetivo explicar las percepciones sobre la imagen de una institución universitaria durante la crisis sanitaria de Covid-19 mediante entrevistas a profundidad a los alumnos de pregrado de la Universidad Peruana de Ciencias Aplicadas que estudian Ciencia de la Comunicación, Ingeniería y Administración, y cursan entre el 7mo y 8vo ciclo de la carrera, usando la metodología de enfoque cualitativo. / The corporate image is a concept that has been developed over time, and updated perceptually in interested audiences, it is important to recognize that it is intertwined with corporate images, attributed identities, and stakeholder reputations, hence the organisational perception of the public allows conclusions to be drawn and competitive strategies to be devised. Therefore, this paper aims to explain perceptions about the image of a university institution during the health crisis in Covid19 through in-depth interviews with undergraduate students of the Peruvian University of Applied Sciences who study Communication Science, Engineering and Administration, and study between the 7th and 8th cycle of the career, using the methodology of qualitative approach. / Trabajo de investigación

El presente trabajo analiza la presencia de sesgos de género en reclutadores y su repercusión en la imagen empresarial. Esta particularidad se origina cuando una persona tiene una inclinación o preferencia tanto para el femenino como masculino que, casi siempre, conlleva en perjudicar uno en específico. Esta inclinación ocurre en distintos aspectos de la persona, esencialmente donde se necesita del juicio crítico, por ejemplo, durante la etapa de Reclutamiento. Por ello, la utilización de esta desemejanza en este proceso laboral es suficiente para impactar en la imagen de la empresa. Esta investigación propone desarrollar un estudio cualitativo a empresas en Lima Metropolitana. Se realizarán 20 entrevistas en profundidad a reclutadores y 15 entrevistas simples a jóvenes que hayan pasado por un proceso de inducción en el último año, con la finalidad de analizar, comparar y evaluar las diferentes impresiones o imágenes de acuerdo al tema elegido. / This paper analyzes the presence of gender biases in recruiters and its repercussion on the business image. This distinction originates when a person has an inclination or preference for both the feminine and masculine that, almost always, leads to harming one in specific. This inclination occurs in different aspects of the person, essentially where critical judgment is needed, for example, during the Recruitment stage. Therefore, the use of this dissimilarity in this work process is enough to impact the image of the company. This research proposes to develop a qualitative study of companies in Metropolitan Lima. There will be 20 in-depth interviews with recruiters and 15 simple interviews with young people who have passed an induction process in the last year, in order to analyze, compare and evaluate the different impressions or images according to the chosen topic. / Trabajo de investigación

“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

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本研究透過永續發展三重盈餘理論，以虛擬故事法設計問卷，針對金融業永續發展進行研究消費者對於其企業形象、個人及企業購買意願與知覺風險四構面的影響。 本研究針對各校企業管理研究所碩士生客群為抽樣對象，共收集有效問卷225份，並利用結構方程模式檢驗研究假說。研究結果歸納如下： 1.金融業永續發展對企業形象有正向影響關係，社會面及環境面表現是關鍵因素。 2.金融業永續發展對個人購買意願、企業購買意願與知覺風險有正向影響關係，經濟面表現是關鍵因素。 3.永續教育非為讓受試者更重視各構面社會及環境面向的關鍵要素。 透過文獻回顧與資料分析實證研究，本研究的研究貢獻如下： 1.以往文獻較少探討金融業永續發展對於消費者行為的議題，僅有是以企業社會責任為基礎的情況下探討，本研究透過永續發展理論，釐清與企業社會責任關係，針對金融業進行研究消費者行為相關議題。 2.實證金融業永續發展對於企業形象、個人購買意願、企業購買意願及知覺風險有正向的影響效果，並發現影響各構面的關係面向因素。 3.實證受試者接受永續教育及對永續認知的多寡與各構面的關係。 4.研究對象為各校就讀企業管理研究所學生，此群學生對於永續發展議題的觀點對於未來金融業發展永續作為相關實務有其參考價值。 / The research is a study of Corporate Image, Personal Purchasing Intention, Enterprise Purchasing Intention and Perceived Risk based on the sustainable development theory - Triple Bottom Line through the scenario approach to design the questionnaire. The study collected 225 valid questionnaires from students who are major in business administration in master degree and took advantage of SEM to verify research hypotheses. Results and discussions are concluded below： 1.The sustainable development of the financial industry has a positive impact on Corporate Image. Social and Environmental aspects performance are the key factor. 2.The sustainable development of the financial industry has a positive impact on Personal Purchasing Intention, Enterprise Purchasing Intention and Perceived Risk. Economic aspects performance is the key factor. 3.Thera are not having positive result on through sustainable education can let the subjects pay more attention to Social and Environmental aspects performance. Through analysis of empirical research and literature review, research contributions of this study are concluded below： 1.Past researches few investigated the case of the financial sector for sustainable development issues in consumer behavior and most of researches are based on corporate social responsibility. Therefore, this study clarifies the relationship between corporate social responsibility and studies cusomers behavior issues through sustainable development theory. 2.Through the Empirical Study, found that the sustainable development of the financial industry has a positive impact on Corporate Image, Personal Purchasing Intention, Enterprise Purchasing Intention and Perceived Risk and further found the relationships between various aspects (Economic, Social and Environmental). 3.Through the Empirical Study, found the relationships among sustainable education, awareness of sustainable development and various aspects. 4.This reasarch, target group are students study for MBA, can apply financial institutes for some pratical reference value when financial institutes want to do the sustainable development.

目前企業所面臨市場競爭與整體經營環境變化劇烈，包括內部與股東、員工、供應商；外部與政府機構、競爭者、消費者、環保團體、特殊利益團體及媒體等利益關係人間關係的變化越趨劇烈。在此情形之下，良好企業形象與聲望的建立對於企業而言更顯得亦發重要，而企業往往也可以透過各種企業溝通工具來向內向外傳遞各種相關重要訊息，其中，企業廣告包括企業形象廣告與企業議題廣告，一方面具有企業公關的溝通目的，一方面以廣告的形式向企業利益關係人傳遞善意的訊息，並揭露經營上各種資訊，以進一步塑造良好之企業形象。 由於國內外相關文獻過時且相當稀少，本研究主要目的在於對台灣地區企業廣告使用概況進行初步探討。研究內容分三大部分，首先，本研究以潤利公司1998到2002年之廣告統計量資料，來對台灣近年企業廣告使用情形進行描述，同時瞭解企業廣告量是否會受到經濟景氣、總廣告量以及產業類別的影響。第二部分則以產業類別、企業所屬國籍、成立年數與規模大小、企業聲望等企業相關特性，對個別企業之企業廣告投資量及使用比例多寡進行分析，以瞭解哪些企業會使用較多企業廣告。最後，本研究再藉由上述統計分析結果，輔以質化深度訪談，以深入瞭解分析結果並找出其他可能影響企業廣告使用多寡之因素。 研究結果發現，1998年以來台灣地區企業廣告使用隨著經濟景氣衰退而逐漸減少，到2002年才小幅度上升；整體而言，各媒體之企業廣告量依序為電視、報紙與雜誌；歷年企業廣告投資量約占總體廣告量百分之二到四左右，與美國情況類似。在不同產業裡，服務、電腦及藥品業依序為企業廣告投資量最多的前幾大產業，其總和占全總量之一半且比例不斷上升，顯示企業廣告之投資量漸趨集中於特定產業中。此外，民生消費品業的企業廣告投資量則最少。在影響企業廣告使用多寡之相關特性部分，企業所屬之產業類別、成立年數高低，及企業聲望之高低，皆會影響到企業使用企業廣告投資量高低與企業廣告量佔公司總廣告量比例之多寡。此外，透過進一步企業訪談可知，外在環境因素包括經濟景氣及重要特殊議題；產業類別因素以及企業內部因素如高階主管支持、企業成立年數與聲望，及企業發展之階段性目標等，皆會影響到企業廣告使用之多寡。

Organizacijos, norinčios pasiekti geresnių rezultatų rinkoje nei konkurentai, turi įgyti ir išlaikyti tam tikrą unikalumą, kurio negalima imituoti, ir kuris suteiktų konkurencinį pranašumą. Vienu iš tokių sunkiai imituojamų išteklių yra organizacijos prekės ženklas ir organizacijos įvaizdis. Organizacijos socialinė atsakomybė taip pat tampa vis svarbesniu konkurenciniu pranašumu. Darbo objektas – organizacijos prekės ženklas, įvaizdis ir socialinė atsakomybė. Darbo tikslas – teoriškai pagrįsti ir empiriškai patikrinti organizacijos prekės ženklo ir įvaizdžio sąsajas socialinės atsakomybės aspektu TEO LT, AB pavyzdžiu. Darbo uždaviniai: 1. Atskleisti organizacijos prekės ženklo sampratą, pristatant jo identiteto elementus; 2. Identifikuoti ir apibendrinti organizacijos vidinio ir išorinio prekės ženklo identiteto elementus, pagrindžiant jų suderinamumą; 3. Atskleisti organizacijos socialinės atsakomybės konceptualiąją esmę; 4. Identifikuoti ir apibendrinti veiksnius, turinčius įtakos organizacijos įvaizdžiui; 5. Parengti organizacijos prekės ženklo ir įvaizdžio sąsajų socialinės atsakomybės aspektu struktūrinį modelį; 6. Remiantis apibendrintomis metodologinėmis nuostatomis, atlikti organizacijos prekės ženklo ir įvaizdžio sąsajų socialinės atsakomybės aspektu empirinį tyrimą ir apibendrinti jo rezultatus. 7. Empiriškai patikrinti organizacijos prekės ženklo ir įvaizdžio sąsajų socialinės atsakomybės aspektu struktūrinį modelį TEO LT, AB pavyzdžiu. Atlikus tyrimą, nustatyta... [toliau žr. visą tekstą] / Organizations that want to achieve better results than its competitors in the market must acquire and maintain a uniqueness that cannot be imitated, and which provide a competitive advantage. One of these difficult imitated sources is corporate brand and image. Corporate social responsibility becomes increasingly important competitive advantage, too. The object of the graduation paper is the corporate brand, image and social responsibility. The purpose of the graduation paper is to justify theoretically and to prove empirically the relations between corporate brand and image by the aspect of the social responsibility with example of “TEO”. The tasks of this graduation paper: 1. To show the concept of the corporate brand, introducing elements of identity. 2. To identify and summarize the elements of internal and external corporate brand identity, proving their compatibility. 3. To show the conceptual essence of the organization‘s social responsibility. 4. To identify and summarize the factors those influence the corporate image. 5. To compose the theoretical model of the relations between corporate brand and image by the aspect of the social responsibility. 6. Using summarized methodological altitudes to make an empirical research of the relations between corporate brand and image by the aspect of the social responsibility and to summarize the findings of the research. 7. To test empirically theoretical model of the relations between corporate brand and image by the aspect of... [to full text]

Frågeställning: Hur bör ett företag i säkerhetsbranschen som verkar på en mogen businessto-business marknad agera för att skapa ett nytt starkt varumärke med hjälp av branding? Syfte: Syftet med rapporten är att analysera vikten av branding och betydelsen av att utformaett starkt varumärke inom business-to-business i säkerhetsbranschen. Rapporten syftar äventill att identifiera strategiska rekommendationer som G4S bör ha i åtanke vid skapandet av sitt nya varumärke. Metod: En fallstudie med induktiv ansats och kvalitativ forskningsmetod har använts vid undersökningen. Datainsamlingen har skett via intervjuer. Resultat, slutsatser: Undersökningen påvisar att branding inom business-to-business är viktigt då vi finner flera aspekter som tyder på att full rationalitet inte verkar på denna marknad. Slutsatser om hur företag på business-to-business marknaden bör arbeta med branding har dragits utifrån ett antal begrepp som vi identifierat. / Research question: How should a company in the security industry, that operates in a mature business-to-business market act to create a new strong brand using branding? Purpose: The report aims to analyze the importance of branding and the importance of designing a strong brand in business-to-business in the security industry. The report also seeks to identify strategic recommendations that G4S should keep in mind when creating their new brand. Methods: A case study with an inductive approach and qualitative research method has been used for this survey. Data has been collected through interviews. Results, conclusions: The survey shows that branding in business-to-business is important as we find several aspects that suggest that full rationality is not present in this market.Conclusions about how companies in business-to-business markets should work with branding has been drawn from a number of concepts that we have identified.

Förändringen av dagens bankmarknad sker successivt, en ny form av bankkontor med digitalisering etableras samtidigt som fysiska bankkontor avvecklas. Digitaliseringen har lett till att bankerna utvecklat en ny rådgivningstjänst, onlinemöte, som innebär att banker kan erbjuda finansiell rådgivning på valfri plats. Technology acceptance model och institutionell teori är diskuterade forskningsområden men är relativt outforskade i den empiriska kontexten för finansiell rådgivning via onlinemöte. Tidigare forskning har redovisat att faktorerna företagsimage, upplevd säkerhet samt webbplatskvalitet har en påverkan på bankkunders förtroende, men framhävt faktorn förtroende som avgörande vid acceptans av online-bankingtjänster. Studiens syfte är att skapa en förståelse gällande bankkunders acceptans av den nya rådgivningstjänsten onlinemöte. Studien har en positivistisk och deduktiv ansats som tillämpats i form av hypotesprövning. En kvantitativ metod präglar studien som genomfördes med datainsamlingsmetoden internetenkät. Resultatet av studien har baserats på 118 respondenter. Studiens resultat påvisar att bankkunder framhäver faktorn förtroende betydelsefull för dess acceptans av finansiell rådgivning via onlinemöte. Faktorn förtroende förklaras ha en medierad roll genom att faktorerna upplevd säkerhet och företagsimage kan reglera bankkundernas förtroende till rådgivningstjänsten onlinemöte. Faktorerna upplevd säkerhet och företagsimage påvisas medierade av faktorn förtroendet, eftersom de inte kunde påvisas ha signifikant direkt effekt för acceptans av rådgivningstjänsten onlinemöte. En begräsning i studien har varit att endast respondenter som genomfört ett traditionellt rådgivningsmöte via ett bankkontor har studerats. Studien bidrar med ett värde till Sveriges banker eftersom studien påvisar att faktorerna är betydelsefulla att beakta vid etablering av den nya rådgivningstjänsten onlinemöte. / The ongoing changes in today's banking market is taking place gradually, a new form of bank branches with digitization are established while the physical bank branch shuts down. Digitalization has led to banks developed a new financial advisory service, online meeting, which means that banks can provide their banking clients with financial advice at any location. Technology acceptance model and institutional theory are widely researched and debated research fields but have a research gap within the context of financial advice through online meeting. Previous research has identified that corporate image, perceived security and website quality has an impact on banking customers' trust, but trust is emphasizing as important for acceptance of online banking services. The purpose is to create an understanding of the banking customer’s acceptance of online meeting. The study has a positivistic and deductive approach, applied by hypothesis tests. A quantitative method characterizes the study and were conducted using an internet survey. The result of the study is based on 118 respondents. The results indicate that banking customers emphasize trust as important for the acceptance of online meetings. Trust declared a mediating role because perceived security and corporate image can regulate banking customer trust to online meetings. Trust has a mediating role because perceived security and corporate image couldn’t show a significant effect on the acceptance of online meeting. The study is limited to have researched only respondents who had completed a traditional financial advice session through a bank branch. The study contributes with value to the banks, because it can be demonstrated that these factors are important to take into account with the establishment of online meeting.