Having studied the literature on the issue of corporate brand identity our group found different points of view towards it and its components. The major ideas discussed in all the sources studied are the corporate brand identity, corporate brand personality, corporate brand reputation and corporate brand image. But the interconnections of those and the possible ways to influence them differ from source to source. As a result, our group managed to create a cumulative model of the structure of corporate brand identity and the factors that influence it as a whole and its components separately, basing on the idea of logical clearness and overall simplicity. After that our intention was to test the relevance of our model and we needed an example of a successful company with a strong corporate brand that has recently started dealing with the issues of maintaining and strengthening its corporate brand identity, due to the fact that we assumed the information to be rather “fresh” and interesting to analyze. Scania turned out to be a perfect example. Taking advantage of the qualitative research method, accompanied by the case study approach, we have conducted interviews with the Scania officials, using a semi-structured type of interviews in order to get a broader and more detailed view of the situation. As a result of the analysis of the data gathered we tested our theoretical model and brought up a real-life model of Scania’s corporate brand identity and the factors influencing it, which can be generalized for any single-branded corporation. Our model proved to be correct at its core with only a few differences from the Scania model.

<p>Having studied the literature on the issue of corporate brand identity our group found different points of view towards it and its components. The major ideas discussed in all the sources studied are the corporate brand identity, corporate brand personality, corporate brand reputation and corporate brand image. But the interconnections of those and the possible ways to influence them differ from source to source. As a result, our group managed to create a cumulative model of the structure of corporate brand identity and the factors that influence it as a whole and its components separately, basing on the idea of logical clearness and overall simplicity.</p><p>After that our intention was to test the relevance of our model and we needed an example of a successful company with a strong corporate brand that has recently started dealing with the issues of maintaining and strengthening its corporate brand identity, due to the fact that we assumed the information to be rather “fresh” and interesting to analyze. Scania turned out to be a perfect example.</p><p>Taking advantage of the qualitative research method, accompanied by the case study approach, we have conducted interviews with the Scania officials, using a semi-structured type of interviews in order to get a broader and more detailed view of the situation. As a result of the analysis of the data gathered we tested our theoretical model and brought up a real-life model of Scania’s corporate brand identity and the factors influencing it, which can be generalized for any single-branded corporation. Our model proved to be correct at its core with only a few differences from the Scania model.</p>

Yes / In the field of business-to-business marketing, corporate ethical identity and corporate brand identity are crucial subjects for discussion. Business organizations function under social norms, and to establish an ethical identity, they must show corporate ethical responsibility, embrace ethical standards, and maintain open communication with suppliers. While an organization's reputation is impacted by the absence of an ethical identity, its financial success is unaffected. Extant literature has not thrown a spotlight on social and environmental performance which indicates that less focus has been given by academics than by practitioners. To fill the lacuna in the existing literature, this study examines the relationships between corporate ethical identity, corporate brand identity, social and environmental performance. The study uses a deductive research approach and develops hypotheses which are further tested using variance based structural equation modeling. The study offers a distinctive contribution to ethics theory and stakeholder theory by showing that developing an ethical identity requires more than just adhering to moral guidelines and upholding open communication. Companies must show that they are ethically responsible towards society. The study provides evidence of the influence corporate brand identity has on environmental and social performance. The findings can be useful in developing business-to-business marketing strategies.

Studien undersöker communityskapande verksamhet inom kreativa näringar. Genom att applicera en modell som behandlar varumärkesidentitet, the Corporate Brand Identity Matrix, på en exempelorganisation kunde dennas nyckelfunktioner för communityskapande identifieras. Modellens idéer kring identitetsskapande kunde även prövas på en organisation som verkar på ideella grunder där community och kollektivt värde står i fokus framför vinstdrivande intressen. Resultaten baseras på material insamlade från en kvalitativ fallstudie utförd på den Malmöbaserade organisationen Media Evolution, där verksamhetens uppbyggnad kring element valda från modellen stod i fokus. Organisationens arbetssätt kopplat till elementen kunderbjudande, relationer, kultur och uttryck undersöktes genom observationer och intervjuer med representanter från olika delar av communityt. Resultaten visade hur verksamheten i praktiken arbetar på ett mer organiskt sätt än vad modellens design indikerar, varpå det blir problematiskt att tydligt kategorisera Media Evolutions funktioner under CBIMs element. Media Evolutions främsta nyckelfaktorer visade sig ha stor grund i att man har översatt digitala idéer till en fysisk gestaltning kring vilket communityt byggs upp i alla led. Således kunde en utvecklad modell skapas där organisationens communityskapande verksamhet bättre kan förstås. Resultatet visade hur organisationens nyckelfaktorer är lokal anpassning för verksamheten, praktiserat tillika kommunicerat fokus på engagemang och medskapande kultur, hierarkisk utplattning samt relationsbaserade arbetssätt. / This study looks at the phenomenon of community building in creative industries. By looking at an example organization through a brand identity perspective, using elements from the Corporate Brand Identity Matrix model, key functions could be identified. The ideas borrowed from a corporate business perspective regarding identity could also be tested on a community built on non-profit interests. The results rely on data gathered from a qualitative case study of Media Evolution in Malmö. Through observations and interviews with representatives from different parts of the community, Media Evolution’s way of working regarding value, proposition, culture, expression and relationship was studied. Findings showed that a conflict appears between the CBIM and the way this kind of community is built up. Since Media Evolution’s organization is managed more organic and relationship based than the model implies, it tended to be difficult to categorize their functions under the specific elements used in the study. Therefor a new model could be designed to better explain the organizations community building. Findings also showed that Media Evolution’s key functions all are born out of digital ideas translated into physical formation. Key functions of the organization showed to be local adaption, community diversity, practical and rhetorical focus on engagement, hierarchal flattening and a relationship based approach.

The video game industry is a rapidly growing industry due to technology advancements andhas made video games to a mass phenomenon. The diffusion of today’s technologies has created and expanded the video game market, both demographical and geographical, which has attracted more customers and increased the intensity of the competition. Companies in the industry have to professionalize their marketing processes and business strategies in a moreflexible and quickly fashion than before to be able to stay competitive. An overcrowded market with thousands of products released every year creates problems for actors to get recognized. The purpose of this dissertation has been therefore to study small start-ups brand identity in its inception phase within the video game industry to assist their brand strategic approach and be able to strengthen their competitive advantage in a saturated market. The dissertation has adopted the corporate brand identity matrix framework by Urde (2013) and investigated the brand-driven elements in a start-up context; thus, the framework has only been applied incorporation-setting where the companies are large and known. Five indie game developers from northern Sweden participated in the study’s field research. The dissertation shows that the corporate brand identity matrix is adaptable for start-ups and are not dependent on the company size. Findings confirm early signs of brand identity and found correspondence between competence and value proposition, expression and personality and culture and relationship, which address interconnection between its brand-elements and its brand core. The unique findings where they all show signs of social engagements, passion and a fan-centric ambition of doing business and most of all everyone had a “community first” approach and were more inspired to deliver value to its customers rather than how they can achieve value for themselves. A concept model for start-ups in the inception phase of the video game industry has been made based on the empirical results of the study that can be adopted early in a company's start-up process and provide guidance and support for its future brand identity development to address the issues of discoverability.

This thesis explores how organisations communicate and perform marketing nowadays, with social media platforms at the core of their strategic plan. Due to its high relevancy in B2B, the research is focused on LinkedIn and the effect of its affordances which will help dig deeper into the possibilities of using this particular social media platform as a means to define, build and shape company image and brand identity. It is a qualitative research that was conducted using mixed methods of case study, ethnography and corporate ethnography, where I benefited from my privileged role as a researcher and an employee to gather and use restricted and confidential data and information. This gave the study a broader perspective and, therefore, a better understanding of the phenomena from different focal points. However, knowing the limitations that being professionally involved with the company might bring, I have built my research on extensive literature and framed it within theories of 1. Social Media Marketing, 2. Brand Identity, and 3. LinkedIn Affordances, finding objectivity by justifying my thoughts or personal experiences with existing literature and theories. The study was conducted by gathering all LinkedIn posts after the launch of the company’s new website, considered the greatest event regarding communications. Hence, A total of 59 posts were then analysed and coded into the six main LinkedIn affordances (1. Networking, 2. Building a Connected Identity, 3. Personal and Professional Branding, 4. Professional Knowledge and Skills, 5. Communication and Etiquette, 6. Seeking and Securing Opportunities). The presented empirical data revealed how this case study located in Finland is no exception to the high potential organisations see in social media as part of their marketing and communications strategy and manifests several behaviours and uses explained along the 3. Literature Review, and 4. Theoretical Framework sections.

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]

This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication and corporate communication theories. Three data collection techniques – Q methodology, an online questionnaire and computer-assisted telephone interviews (CATI) – were used to determine to what extent these elements are perceived significant in corporate brand image formation among participants from 106 South African organisations across various business sectors. Four categories were identified to be perceived as significant for corporate brand image formation, namely transformational leadership and management, positioning and differentiation strategy, brand equity and employee orientation and mentorship. To date, a comprehensive measuring instrument that theoretically includes all the corporate brand identity elements perceived to be significant in corporate brand image formation has not been developed. Based on the research findings, the study aims to propose a theoretical framework for establishing a measuring instrument that includes all the corporate brand identity elements deemed significant in corporate brand image formation as perceived by South African organisations. The objective of providing a theoretical framework for establishing a measuring instrument is to enable organisations to assess the role of their corporate brand identity in corporate brand image formation among their stakeholder groups. The theoretical framework includes the four identified categories perceived as significant in corporate brand image formation. It indicates which of the corporate brand identity elements included in the four categories are perceived to be more significant in corporate brand image formation by South African organisations. In addition, it provides assumptions on how these corporate brand identity elements are perceived to work in synergy to enhance corporate brand image formation based on the research results. / Communication Science / D. Litt. et Phil. (Communication)

This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication and corporate communication theories. Three data collection techniques – Q methodology, an online questionnaire and computer-assisted telephone interviews (CATI) – were used to determine to what extent these elements are perceived significant in corporate brand image formation among participants from 106 South African organisations across various business sectors. Four categories were identified to be perceived as significant for corporate brand image formation, namely transformational leadership and management, positioning and differentiation strategy, brand equity and employee orientation and mentorship. To date, a comprehensive measuring instrument that theoretically includes all the corporate brand identity elements perceived to be significant in corporate brand image formation has not been developed. Based on the research findings, the study aims to propose a theoretical framework for establishing a measuring instrument that includes all the corporate brand identity elements deemed significant in corporate brand image formation as perceived by South African organisations. The objective of providing a theoretical framework for establishing a measuring instrument is to enable organisations to assess the role of their corporate brand identity in corporate brand image formation among their stakeholder groups. The theoretical framework includes the four identified categories perceived as significant in corporate brand image formation. It indicates which of the corporate brand identity elements included in the four categories are perceived to be more significant in corporate brand image formation by South African organisations. In addition, it provides assumptions on how these corporate brand identity elements are perceived to work in synergy to enhance corporate brand image formation based on the research results. / Communication Science / D. Litt. et Phil. (Communication)