bachelor oral exam in branding communications
TRANSCRIPT
BACHELOR ORAL EXAM BRANDING COMMUNICATIONS !CATHRINE JENSEN
LISA WIMMERSTRÖM
AARHUS UNIVERSITY HERNING
INTERNATIONAL COMMUNICATION & MULTIMEDIA
AGENDA
INTRODUCTION
BRAND COMMUNITIES
THE GOLDEN CIRCLE
BIBLIOGRAPHY
1
2
3
4
INTERNAL BRANDING
CORPORATE BRANDING STRATEGY
CORPORATE BRAND IDENTITY MANUAL
BRAND-CENTRED HR ACTIVITIES
CORPORATE BRAND IDENTITY MANUAL
BRAND COMMUNICATION
BRAND LEADERSHIP
ORGANISATION BRAND COMMUNITY
BRAND COMMUNITY WITHIN THE ORGANISATION?
INTRA-ORGANISATIONAL BRAND COMMUNITY
‘a social collective consisting of an organisation’s
workforce formed around the brand and displaying
community citizenship behaviours’ !!
(Baker Tilly 2014: 2)
HELPING BEHAVIOUR
SOCIAL ENTHUSIASM
COMMUNITY ADVANCEMENT
COMMUNITY DEFENCE
TRANSPARENCY
TRUST
SALIENT GROUP IDENTITY
CONNECTORS: INTERESTS AND EMOTIONAL BONDS WITH THE BRAND
WHY WOULD EMPLOYEES FORM A COMMUNITY AROUND THE BPI BRAND?
WHY?
HOW?
WHAT?
THE GOLDEN CIRCLE
WHY? Make the impossible possible. Great ideas can grow in everyone.
Encourage growth and bring great minds together to develop innovative and holistic solutions.
HOW?
Make high quality foam.WHAT?
BIBLIOGRAPHY
Baker Tilly (2014) A new perspective on employee engagement. The potential of intra-organisational brand communities. Retrieved, June 9, 2014 from http://www.bakertilly.co.uk/SiteCollectionDocuments/Retail%20and%20leisure/A%20New%20Perspective%20on%20Employee%20Engagement%20final.pdf Devasagayam, P. R., Buff, C. L., Aurand, T. W. & Judson, K. M. (2010) Building brand community membership within organizations: a viable internal branding alternative? Journal of Product & Brand Management, vol. 19, no. 3, pp. 210-217 ForaTV (2010) The Golden Circle: Why Does Apple Command Loyalty. Retrieved, June 10, 2014 from http://fora.tv/2010/09/24/Simon_Sinek_How_to_Build_a_Company_with_Purpose/The_Golden_Circle_Why_Does_Apple_Command_Loyalty !!!!
BACHELOR ORAL EXAM BRANDING COMMUNICATIONS !CATHRINE JENSEN
LISA WIMMERSTRÖM
AARHUS UNIVERSITY HERNING
INTERNATIONAL COMMUNICATION & MULTIMEDIA