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To communicate or not to communicate: A case study of how corporate brands use corporate communication in order to rebuild a harmed corporate reputation.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The shift from product- to corporate branding have resulted in a wider reach for organizations: containing both internal- and external stakeholders, that have resulted in that a corporate brand has to bear in mind of the importance of presenting itself as a cohesive brand throughout the different stakeholders. This in turn can be accomplished through corporate communication strategies. It is further crucial for a corporate brand to ensure that the stakeholders share the same corporate identity. A highly recognized tool to strengthen the brand is referred to CSR activities that come with potential benefits in terms of corporate reputation.

Place, publisher, year, edition, pages
2017. , p. 63
Keywords [en]
Brand crisis, corporate brand, corporate identity, corporate reputation, CSR, corporate communication
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-67179OAI: oai:DiVA.org:lnu-67179DiVA, id: diva2:1129836
External cooperation
Company X
Subject / course
Business Administration - Marketing
Educational program
International Sales and Marketing, 180 credits
Supervisors
Examiners
Available from: 2017-08-18 Created: 2017-08-07 Last updated: 2017-08-18Bibliographically approved

Open Access in DiVA

fulltext(845 kB)125 downloads
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Type fulltextMimetype application/pdf

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Ernberg, PetraKihlberg, Anna
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf