The shift from product- to corporate branding have resulted in a wider reach for organizations: containing both internal- and external stakeholders, that have resulted in that a corporate brand has to bear in mind of the importance of presenting itself as a cohesive brand throughout the different stakeholders. This in turn can be accomplished through corporate communication strategies. It is further crucial for a corporate brand to ensure that the stakeholders share the same corporate identity. A highly recognized tool to strengthen the brand is referred to CSR activities that come with potential benefits in terms of corporate reputation.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-67179 |
| Date | January 2017 |
| Creators | Ernberg, Petra, Kihlberg, Anna |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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