Purpose: The purpose of this thesis is to identify internal marketing strategies that are contributing to an externally success of a rebranding process. The study hopes to answer what strategies are important during this process and give companies, trying to rebrand, tools to work with. Methodology: The study is carried out as a qualitative case study and are based on deep interviews. We chose deep interviews to give the respondents an opportunity to speak freely about the subject from their perspective. Empirical foundation: Our empirical material is based upon interviews with people who have strategic positions and marketing related titles. Conclusions: Our research concludes that the employees of an organization need to be included in the rebranding process and that their vision of the corporative activities are crucial in how external stakeholders perceive the changes. It is also necessary to have clearly defined goals and that research on all levels is a must in order to succeed.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-30522 |
| Date | January 2016 |
| Creators | Lidgren, Sofia, Norberg, Karin |
| Publisher | Södertörns högskola, Institutionen för samhällsvetenskaper, Södertörns högskola, Institutionen för samhällsvetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| 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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