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