Change search
ReferencesLink to record
Permanent link

Direct link
Employee Rebranding: The case of Vivacom
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem: Rebranding in the services is a recent trend, which brings focus to the impor-tance of the employees in this process. Their attitudes, perceptions and views need to be considered by the management when creating the internal communication strategy related to the rebranding in order to direct the employees to the desired brand image. This raises the problem as how employees perceive the management`s rebranding efforts.

Purpose: This study aims to focus on how rebranding is executed and communicated in-ternally to the employees of the company. It is interesting to find out how the employees evaluate the communication strategy that the management implements and how they perceive the new image of the company. In order to get insight to the internal rebranding process the correlation between the perceived image by the employees and the components of the internal communication strategy is presented.

Methodology: The empirical approach is a case study of the Bulgarian telecommunication company Vivacom. The research includes two interviews with the management of the company and a questionnaire based on the interviews and the relevant literature, which was sent to the employees of the company. Moreover, company`s documentation and website were used to complement the information.

Conclusions: The results helped us identify the decisions that the management made re-garding the rebranding and the internal communication. The quantitative data indicated the relatively positive attitudes and views of the employees for the management`s rebranding efforts. They also showed good knowledge and awareness of the new brand elements.

Place, publisher, year, edition, pages
2012. , 73 p.
Keyword [en]
Corporate branding, corporate rebranding, employee branding, employee resistance, internal communication, internal marketing, psychological contract, service branding
National Category
Business Administration
URN: urn:nbn:se:hj:diva-18519OAI: diva2:535851
Social and Behavioural Science, Law
Available from: 2012-06-27 Created: 2012-06-18 Last updated: 2012-06-27Bibliographically approved

Open Access in DiVA

fulltext(1482 kB)485 downloads
File information
File name FULLTEXT01.pdfFile size 1482 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
JIBS, Marketing and Logistics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 485 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 386 hits
ReferencesLink to record
Permanent link

Direct link