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BACHELOR ORAL EXAM BRANDING COMMUNICATIONS !CATHRINE JENSEN
LISA WIMMERSTRÖM
AARHUS UNIVERSITY HERNING
INTERNATIONAL COMMUNICATION & MULTIMEDIA
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AGENDA
INTRODUCTION
BRAND COMMUNITIES
THE GOLDEN CIRCLE
BIBLIOGRAPHY
1
2
3
4
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INTERNAL BRANDING
CORPORATE BRANDING STRATEGY
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CORPORATE BRAND IDENTITY MANUAL
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BRAND-CENTRED HR ACTIVITIES
CORPORATE BRAND IDENTITY MANUAL
BRAND COMMUNICATION
BRAND LEADERSHIP
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ORGANISATION BRAND COMMUNITY
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BRAND COMMUNITY WITHIN THE ORGANISATION?
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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)
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HELPING BEHAVIOUR
SOCIAL ENTHUSIASM
COMMUNITY ADVANCEMENT
COMMUNITY DEFENCE
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TRANSPARENCY
TRUST
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SALIENT GROUP IDENTITY
CONNECTORS: INTERESTS AND EMOTIONAL BONDS WITH THE BRAND
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WHY WOULD EMPLOYEES FORM A COMMUNITY AROUND THE BPI BRAND?
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WHY?
HOW?
WHAT?
THE GOLDEN CIRCLE
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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?
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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 !!!!
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BACHELOR ORAL EXAM BRANDING COMMUNICATIONS !CATHRINE JENSEN
LISA WIMMERSTRÖM
AARHUS UNIVERSITY HERNING
INTERNATIONAL COMMUNICATION & MULTIMEDIA