This DBA thesis explores the development of a corporate brand in a transitional economy, a previously under-explored context. The work employs a qualitative exploratory case-study research strategy involving a leader in the FMCG industry in Albania. This helps to set a positive example for the rest of the industry in the context of a transitional economy. Agna Group, the case study in focus, is a FMCG company operating in a domestic market, thus contributing to further insights in the area of corporate brand development and management from a business context which has been under-explored to date, as main focus of corporate branding has been on MNCs. A conceptual framework of corporate brand building and management is initially introduced, and its relevance in the transitional economy of Albania is further explored. The research benefits from the privileged access of the researcher in the case study organization, and the triangulation of a variety of data collected through in-depth interviews, documentation, and observations. The research advances our knowledge and practice of corporate brand building and management by adding to empirical work in the area. It indicates the constructs and practicalities involved in corporate brand development and management in a transitional economy context. This is an important contribution as the literature to date has predominantly focused on developed countries, i.e North America and Western Europe. The research showcases the six main constructs involved in corporate brand development and management and the three main drivers behind them. Research indicates that corporate brand building and management is strongly impacted by culture, as well as market context influence.

Argonautes are conserved RNA-binding proteins that can regulate gene expression post transcriptionally through a process known as RNA interference (RNAi). This is done through the use of small RNAs, e.g. sRNAs that act as a guide for the argonautes, allowing for sequence-specific binding to the target site. This interaction has been studied in many organisms, one of which is the model organism Dictyostelium discoideum. D. discoideum is an amoeba that has been used extensively in genetic experiments due to its unique lifestyle, and ease of use. Being a eukaryotic, unicellular organism, it proves to be a great tool for the study of regulatory systems in eukaryotes, allowing us to study this argonaute-sRNA interaction in detail. By analysing which RNAs bind to the argonautes, we can better understand which genes these proteins regulate and what role RNAi has in the organisms as a whole.  In this study, I investigate three of the five argonautes found in D. discoideum, namely agnA, agnC and agnE. By transforming FLAG-tagged versions of these genes into the amoeba, I successfully express two of these modified proteins in D. discoideum and verified expression by using antibodies designed specifically to recognise the FLAG-tags. This opens up the possibility for the characterisation of the argonaute proteins to better understand their role and function in the regulation of genes. / <p>The Biology Education Centre (IBG) is the responsible department. </p><p></p><p>Presentation has been made through Zoom. </p>