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How to establish corporate brand?
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Technology is becoming easy to imitate day by day thus the companies involved in technology need to invest on the soft points like branding. This will give a competitive advantage over the competitors which is not possible to imitate. Thus the overall purpose of this thesis is to investigate that how a company evolved b2b selling can establish corporate brand. So three research questions were addressed:

  1. What are the major components of corporate brand building process?
  2. How to establish corporate brand image with the customer?
  3. How effective corporate communication can enhance the corporate brand?

To reach the solution, Norden machinery as a case company was also studied. A theoretical framework was synthesized, based upon the different models and theories regarding the corporate brand building. The framework guided the authors through the entire research process.

Our empirical findings shows a quest in Norden to develop a corporate brand and during the analysis we found that the  in some areas case company is following the components of brand building process that were described in the theoretical framework but there are some areas where the Norden has to improve as well.

Thus based upon the analysis it is concluded that a company can establish a corporate brand by following the brand building components vision, culture, brand objectives, brand personality, brand essence, creating brand image and corporate communication.

Place, publisher, year, edition, pages
2010. , p. 72
Keywords [en]
corporate brand building process, brand image, corporate communication, identity, values, culture, vision
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-5975OAI: oai:DiVA.org:lnu-5975DiVA, id: diva2:323178
Presentation
299 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-06-12 Created: 2010-06-09 Last updated: 2010-06-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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