The purpose of this thesis is to investigate the effects of competence networks on corporate branding in B2B SMEs and to develop a conceptual model of these effects. After reviewing the relevant literature that explores the field, eight components of corporate branding in an effective growth stage of an SME have been identified. Founders Alliance is a competence network in Sweden that was chosen as a case for our study. Representatives of five B2B SMEs within Founders Alliance were interviewed in order to understand what components of corporate branding the competence network influences. The study shows that even though B2B SMEs join competence networks for other reasons than improving their corporate branding, the corporate branding nonetheless is affected. However, the eight components of corporate branding are affected differently. Competence networks have no effect on three out of eight components of corporate branding, namely, controlling the corporate personality, assuring employees’ involvement and maintaining corporate image. Competence networks have possible effects on emphasizing brand-oriented strategic thinking, maintaining corporate identity and maintaining corporate brand communications. Finally, competence networks have an effect on managing corporate branding relationships and monitoring with feedback.

The focus of marketing for modern companies who have a high profile and who are constantly in public view has shifted from traditional marketing to one of having and enhancing relationships with stakeholders, including their employees. As stakeholders’ perceptions of a company are important, it has become necessary for such a company to determine which factors influence the stakeholders’ relationship with the company and ultimately influences their perceptions. Companies are being held accountable by their stakeholders for all that is said and done and are expected to include responsibility to society and the environment as a core part of company strategy. Given that corporate branding plays such an important role in the formation of perceptions of employees, companies should present themselves in such a way that stakeholders (including employees) are able to understand the company values, involvement and direction. As such employees’ perceptions regarding the company’s CSR and corporate brand can largely influence their relationship with the company. The Solidarity Movement is a company with a rich history within the mine workers union and trade union sectors, operating in extremely diverse environments, with stakeholders having various expectations of the company. The company was recently restructured with various companies merging under the Solidarity Movement corporate brand. Solidarity Helping Hand forms part of the Solidarity Movement and fulfils the company’s CSR in the community. Diverse studies on CSR and corporate branding have been done. To date, no examples of research of the possible influence of CSR on corporate branding within the trade union sector could be traced. Against this background, the following research question is asked: What is the relationship between employees’ perceptions of the Solidarity Movement’s CSR project, Helping Hand, and their perceptions of the Solidarity Movement’s corporate brand? A quantitative questionnaire was applied as data collection method. The results confirmed that employees perceived the Solidarity Movement’s corporate brand and CSR in a positive light and felt that they could identify with the company’s CSR and that they contributed to the corporate brand of the company. With regard to the correlation between CSR and corporate branding, this study indicated a relationship between employee’s perceptions of the company’s CSR projects and their perceptions of the corporate brand. The fact that employees could identify with the company’s CSR and its focus, viewed Solidarity Helping Hand as aligned with the business strategy of the Solidarity Movement and felt that this resulted in them wanting to have a long-term relationship with the company impacted most on perceptions of the corporate brand. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2014

The focus of marketing for modern companies who have a high profile and who are constantly in public view has shifted from traditional marketing to one of having and enhancing relationships with stakeholders, including their employees. As stakeholders’ perceptions of a company are important, it has become necessary for such a company to determine which factors influence the stakeholders’ relationship with the company and ultimately influences their perceptions. Companies are being held accountable by their stakeholders for all that is said and done and are expected to include responsibility to society and the environment as a core part of company strategy. Given that corporate branding plays such an important role in the formation of perceptions of employees, companies should present themselves in such a way that stakeholders (including employees) are able to understand the company values, involvement and direction. As such employees’ perceptions regarding the company’s CSR and corporate brand can largely influence their relationship with the company. The Solidarity Movement is a company with a rich history within the mine workers union and trade union sectors, operating in extremely diverse environments, with stakeholders having various expectations of the company. The company was recently restructured with various companies merging under the Solidarity Movement corporate brand. Solidarity Helping Hand forms part of the Solidarity Movement and fulfils the company’s CSR in the community. Diverse studies on CSR and corporate branding have been done. To date, no examples of research of the possible influence of CSR on corporate branding within the trade union sector could be traced. Against this background, the following research question is asked: What is the relationship between employees’ perceptions of the Solidarity Movement’s CSR project, Helping Hand, and their perceptions of the Solidarity Movement’s corporate brand? A quantitative questionnaire was applied as data collection method. The results confirmed that employees perceived the Solidarity Movement’s corporate brand and CSR in a positive light and felt that they could identify with the company’s CSR and that they contributed to the corporate brand of the company. With regard to the correlation between CSR and corporate branding, this study indicated a relationship between employee’s perceptions of the company’s CSR projects and their perceptions of the corporate brand. The fact that employees could identify with the company’s CSR and its focus, viewed Solidarity Helping Hand as aligned with the business strategy of the Solidarity Movement and felt that this resulted in them wanting to have a long-term relationship with the company impacted most on perceptions of the corporate brand. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2014

Thesis (MBA)--Stellenbosch University, 2011. / The purpose of this study is to investigate why and when corporate brands in the retail environment rejuvenate, with the aim to determine the key components that plays a role in the corporate brand rejuvenation process. Furthermore, the study aims to investigate the impact that the brand rejuvenation has on the four components of Aaker’s brand equity model (brand loyalty, brand awareness, perceived quality and brand association). The study used Woolworths as a case study and is divided into three sections. The first section aims to study the principles and concepts of corporate brand rejuvenation. Secondly, the study aims to investigate the process of brand rejuvenation in Woolworths. The last section will investigate the impact that brand rejuvenation has on the four components of Aaker’s brand equity model (brand loyalty, brand awareness, perceived quality and brand association). A qualitative research design was selected with a single case study at Woolworths South Africa. The case study examines the thought process of the decision makers during the brand rejuvenation process and the effect that the business model had on the corporate brand rejuvenation. The study also aims to investigate if the life cycle of the brand plays a vital role in the rejuvenation process of the corporate brand. The study will go into more depth on the effect that the world recession had on the corporate brand rejuvenation process and determine whether the corporate brand rejuvenation had a positive effect on the bottom line of the business. The study found that Woolworths mostly went against the principles and theory of corporate brand rejuvenation, yet the organisation still showed good growth after the brand rejuvenation process. Furthermore, even though Woolworths did not use theory as a guideline for brand rejuvenation, the strategic decisions made within the business model had a very positive effect on the bottom line of the business. It is clear from this study that the brand strategy needs to be aligned with the business strategy. The principles of brand rejuvenation will differ from industry to industry and therefore it is recommended that theory needs to be written on corporate brand rejuvenation, specifically for the retail environment. The processes and principles of brand rejuvenation that work for a service brand such as a bank, will not necessarily work for a retail brand. The study suggests that organisations that decide to rejuvenate brands should have a strong and integrated brand strategy that is aligned with the business model of the organisation.

<p>This research is carried out to know the role of corporate branding in mobile phone telecommunication along with different influencing factors involved in the purchase of mobile telephone connections. This thesis discusses corporate branding from consumer’s point of view that how much they value it and what type of role it has. </p><p>This is a quantitative study. A questionnaire is used in order to investigate corporate branding and other influencing factors involved in purchase decision of the customers. Population selected for this study is “Students of Halmstad University”, who are studying here. </p><p>The analysis of this study reveals different set of results while making comparison between literature and empirical. It investigates the relative importance of the corporate branding to the customers in mobile phone telecommunication industry while making purchase decision.</p><p>The finding of this study provided useful information which is helpful not only for the students but also for the brand managers of mobile telecom operators that how they can improve their company’s strategic position for longer period of time through corporate branding to trigger more customers and for a good brand.</p>

<p>An uncountable number of companies are present in foreign markets as a result of what we commonly choose to call globalization. This is especially true for Swedish companies traditionally operating on small markets. A company that is about to establish on a new market is faced not only with possibilities but also with challenges and risks. Researchers have found that companies that establish on foreign markets will have to deal with competitors on the national as well as on the global market, and therefore need consider how they globalize their brands. In addition to this, a brand can only reach international success if its message is coherent within and across every single market. At the same time an understanding of the local culture and adaption to it is another success factor. The objective of the study is to explore and analyze how a Swedish company communicates and adapts its brand through TV-commercials, on the national market on the one hand and globally on the other, so as to be able to reach a common message. The use of qualitative methods such as an interview with Martin Sundberg, Media Manager at TELE2, has helped the authors to understand the company’s key-identity and has made a further study of the company’s messages in the TV-commercials used in Sweden, Russia and Latvia.</p><p>In Sweden TELE2 has chosen to communicate its message by using the sheep Frank, a character who is searching for an environment which he can relate to  and ends up feeling at home in a Telecom company. An elegant office environment is presented where colours such as beige, black and white dominate the images, and the company hopes to be considered as professional, stable, reliable and as offering high quality. In Russia the message is communicated through a mafia-theme, where the environment is masculine and criminal. The company’s key-identity is communicated through a rough environment where gangsters and mafia-bosses operate, which indicates that it is cool not to pay too much. And finally, in Latvia, superheroes with explicit female and male roles are used in the commercials. The buildings and the interior decoration is simple and its standard is average. The study has been able to show that TELE2 has a clear tendency towards adapting their messages locally by using different campaigns and taglines.  The company uses cultural norms and values to communicate its message in a fun way. TELE2’s understanding of the Russian market is, for instance, that describing something out loud as inexpensive may sound inelegant. That is why TELE2 turns the problem into a virtue with "Too cool to pay".</p>

<p> </p><p>Problematisering: Vikten av arbetsgivarvarumärket har växt i betydelse tack vare den brist på välutbildad arbetskraft som råder. För att företagen ska kunna locka till sig och attrahera anställda till företaget blir rekryteringsannonser och företagshemsidan viktiga medium. På hemsidan och i rekryteringsannonserna har nämligen företaget möjlighet att väcka nyfikenhet och visa upp företagets identitet och kultur. Det som kommuniceras i annonserna och på företagshemsidan anses även ha stor betydelse för hur företagets image uppfattas av de potentiellt anställda. Därför blir det viktigt att de svårgripbara delarna av ett arbetsgivarvarumärke ger både existerande och potentiellt anställda de rätta associationerna, samt att dessa associationer kan byggas upp genom samverkande aktiviteter mellan marknadsförings- och HR-avdelningen. Med denna bakgrund i minnet vill uppsatsens författare leda forskningen vidare och undersöka hur identitet och image kommuniceras ur ett arbetsgivarvarumärkesperspektiv.</p><p>Syfte: Syftet med denna uppsats är att utreda om det finns en röd tråd gällande den externa kommunikationen.</p><p>Metod: För att kunna besvara vårt syfte och problemfrågeställning har uppsatsens författare använt teorier från erkända forskare inom området. Uppsatsens författare har även genomfört en kvalitativ innehållsanalys med tio utvalda företag från Universums 100-lista över de mest attraktiva arbetsgivarna enligt ekonomistudenter 2010.</p><p>Slutsats: Studien har visat på att det inte finns en rödtråd gällande den externa kommunikationen rakt igenom för något företag i studien. Att det förhåller sig på detta vis kan bero på att marknadsförings- och HR-avdelningen för de utvalda företagen ännu inte utvecklat ett tillräckligt välfungerande samarbete. För vissa företag (främst de topplacerade företagen) i studien uppfattas den röda tråden som starkare än för andra företag. Universums 100-lista kan allstå sägas ge en förhållandevis rättvisande bild av styrkan i den röda tråd företagen förmedlar genom sin externa kommunikation. Identiteten kommuniceras generellt på lite olika sätt gällande de studerade kommunikationskanalerna. Imagen var svårt att studera genom en innehållsanalys och kräver antagligen andra undersökningsmetoder.</p><p> </p>

Problematisering: Vikten av arbetsgivarvarumärket har växt i betydelse tack vare den brist på välutbildad arbetskraft som råder. För att företagen ska kunna locka till sig och attrahera anställda till företaget blir rekryteringsannonser och företagshemsidan viktiga medium. På hemsidan och i rekryteringsannonserna har nämligen företaget möjlighet att väcka nyfikenhet och visa upp företagets identitet och kultur. Det som kommuniceras i annonserna och på företagshemsidan anses även ha stor betydelse för hur företagets image uppfattas av de potentiellt anställda. Därför blir det viktigt att de svårgripbara delarna av ett arbetsgivarvarumärke ger både existerande och potentiellt anställda de rätta associationerna, samt att dessa associationer kan byggas upp genom samverkande aktiviteter mellan marknadsförings- och HR-avdelningen. Med denna bakgrund i minnet vill uppsatsens författare leda forskningen vidare och undersöka hur identitet och image kommuniceras ur ett arbetsgivarvarumärkesperspektiv. Syfte: Syftet med denna uppsats är att utreda om det finns en röd tråd gällande den externa kommunikationen. Metod: För att kunna besvara vårt syfte och problemfrågeställning har uppsatsens författare använt teorier från erkända forskare inom området. Uppsatsens författare har även genomfört en kvalitativ innehållsanalys med tio utvalda företag från Universums 100-lista över de mest attraktiva arbetsgivarna enligt ekonomistudenter 2010. Slutsats: Studien har visat på att det inte finns en rödtråd gällande den externa kommunikationen rakt igenom för något företag i studien. Att det förhåller sig på detta vis kan bero på att marknadsförings- och HR-avdelningen för de utvalda företagen ännu inte utvecklat ett tillräckligt välfungerande samarbete. För vissa företag (främst de topplacerade företagen) i studien uppfattas den röda tråden som starkare än för andra företag. Universums 100-lista kan allstå sägas ge en förhållandevis rättvisande bild av styrkan i den röda tråd företagen förmedlar genom sin externa kommunikation. Identiteten kommuniceras generellt på lite olika sätt gällande de studerade kommunikationskanalerna. Imagen var svårt att studera genom en innehållsanalys och kräver antagligen andra undersökningsmetoder.

This research is carried out to know the role of corporate branding in mobile phone telecommunication along with different influencing factors involved in the purchase of mobile telephone connections. This thesis discusses corporate branding from consumer’s point of view that how much they value it and what type of role it has. This is a quantitative study. A questionnaire is used in order to investigate corporate branding and other influencing factors involved in purchase decision of the customers. Population selected for this study is “Students of Halmstad University”, who are studying here. The analysis of this study reveals different set of results while making comparison between literature and empirical. It investigates the relative importance of the corporate branding to the customers in mobile phone telecommunication industry while making purchase decision. The finding of this study provided useful information which is helpful not only for the students but also for the brand managers of mobile telecom operators that how they can improve their company’s strategic position for longer period of time through corporate branding to trigger more customers and for a good brand.

An uncountable number of companies are present in foreign markets as a result of what we commonly choose to call globalization. This is especially true for Swedish companies traditionally operating on small markets. A company that is about to establish on a new market is faced not only with possibilities but also with challenges and risks. Researchers have found that companies that establish on foreign markets will have to deal with competitors on the national as well as on the global market, and therefore need consider how they globalize their brands. In addition to this, a brand can only reach international success if its message is coherent within and across every single market. At the same time an understanding of the local culture and adaption to it is another success factor. The objective of the study is to explore and analyze how a Swedish company communicates and adapts its brand through TV-commercials, on the national market on the one hand and globally on the other, so as to be able to reach a common message. The use of qualitative methods such as an interview with Martin Sundberg, Media Manager at TELE2, has helped the authors to understand the company’s key-identity and has made a further study of the company’s messages in the TV-commercials used in Sweden, Russia and Latvia. In Sweden TELE2 has chosen to communicate its message by using the sheep Frank, a character who is searching for an environment which he can relate to  and ends up feeling at home in a Telecom company. An elegant office environment is presented where colours such as beige, black and white dominate the images, and the company hopes to be considered as professional, stable, reliable and as offering high quality. In Russia the message is communicated through a mafia-theme, where the environment is masculine and criminal. The company’s key-identity is communicated through a rough environment where gangsters and mafia-bosses operate, which indicates that it is cool not to pay too much. And finally, in Latvia, superheroes with explicit female and male roles are used in the commercials. The buildings and the interior decoration is simple and its standard is average. The study has been able to show that TELE2 has a clear tendency towards adapting their messages locally by using different campaigns and taglines.  The company uses cultural norms and values to communicate its message in a fun way. TELE2’s understanding of the Russian market is, for instance, that describing something out loud as inexpensive may sound inelegant. That is why TELE2 turns the problem into a virtue with "Too cool to pay".