Service branding is a subject that has been excluded from the traditional branding theory. Our main purpose with this paper is to distinguish what characterizes service branding. To do this, we have looked in to both service marketing theory as well as branding theory. We have also looked at the existing theory concerning service branding. Six qualitative interviews have been performed to explain what characterizes service branding.

AbstractTitle: Företag X? the hidden power? a study of internal communication, culture and Internal branding. Företaget X has in real life a different name.Number of pages: 42 (49 with enclosures)Author: Charlotta Babington ThorszeliusCourse: Media and Communication Studies CPeriod: Autumn 2007University: Uppsala University, SwedenPurpose/Aim: To analyze the internal communication, culture and Internal branding of an insurance company and how they can improve these company tools can be improved.Material/Method: qualitative method using interviews, analysis of internal communication policies and observations.Main results: The policy documents do not match how the internal communication works in every day life. There is a structure that is working and the information flows through the different levels. The vision and goals are difficult to understand as they are written in a complicated way.

AbstractA useful tool for companies to use in their differentiation process is proposed to be employee branding. Employee branding is developed and put forth by the management with the main task to formulate the brands vision and values, and communicate them to the employees. To promote the employee engagement and their relationship with the company, corporate storytelling can be applied, with is an internal communication that strengthens the internal rumour and values that represent the brand. Since engagement and motivation is important factors when creating a strong employee brand, there is a need for further research on how corporate storytelling is used by companies to influence employee engagement and motivation, as corporate storytelling leads to deeper commitment among employees.PurposeThe purpose of this paper is to explore how companies use corporate storytelling to influence their employee branding.MethodologyThe authors conducted a qualitative case study on how the retail organization Boomerang. The empirical material was collected thru semi-structured interviews with Boomerangs management and employees.ConclusionThe conclusion shows that the employees prefers when corporate storytelling and various communication is put in context, this because it?s easier for the employees to understand.

In the field of municipal services there are a wide range of aspects a small community must consider, especially considering that the circumstances in which a municipality operate continuously are changing. The changes include, for example, migration, individual lifestyles, the political governance and environment. Especially the latter might have a big impact on a town based on tourism such as Borgholm. We particularly have taken an interest for how this might affect the Internal branding and internal brand communication of Borgholm municipality.Through our research we have found that Borgholm municipality in no particular extent is working with living the brand or any similar concepts. Also, we have found that the success of the Internal branding of the organization in a great extent depend on the individuals of the different branches of the municipality?s work rather than on a coherent communication structure which reaches the whole organization..

The purpose of this thesis is to investigate industrial branding, which as a relatively new concept, both for practioners as well as academia, comprises a less explored application of the brand concept. The theoretical background of the study consists of marketing theory concerning the brand concept, and theory concerning industrial marketing. The empirical foundation consists of case studies of four industrial companies, based on interviews with representatives from the companies. All four companies have engaged in activities which they themselves see as industrial branding. Initially, the study sets out to determine the occurence of industrial branding, according to this study?s definition, and continues to tentatively explore the implications of branding in an industrial context.

AbstractA useful tool for companies to use in their differentiation process is proposed to be employee branding. Employee branding is developed and put forth by the management with the main task to formulate the brands vision and values, and communicate them to the employees. To promote the employee engagement and their relationship with the company, corporate storytelling can be applied, with is an internal communication that strengthens the internal rumour and values that represent the brand. Since engagement and motivation is important factors when creating a strong employee brand, there is a need for further research on how corporate storytelling is used by companies to influence employee engagement and motivation, as corporate storytelling leads to deeper commitment among employees.PurposeThe purpose of this paper is to explore how companies use corporate storytelling to influence their employee branding.MethodologyThe authors conducted a qualitative case study on how the retail organization Boomerang. The empirical material was collected thru semi-structured interviews with Boomerangs management and employees.ConclusionThe conclusion shows that the employees prefers when corporate storytelling and various communication is put in context, this because it?s easier for the employees to understand.

På dagens konkurrensutsatta marknad spelar varumärken en allt större och viktigare roll i konsumenters val av produkter eller tjänster. Konsumenter vill kunna identifiera sig med sitt valda varumärke och bygga en djupare relation med det. En ny sorts varumärken, s.k. corporate brands, har vuxit fram för att tillfredställa konsumenternas behov. Men corporate branding är än så länge ny mark och sällan utövat eftersom de på många sätt är mer invecklade och svåra att bygga än de traditionella produkt-/tjänstevarumärken, då de bl.

Title: The internal attractiveness of the sales position within ABB SwedenProblem: What is the cause of the low internal applicants for the sales position at ABB?Purpose: To identify why there are so few internal applicants for the sales position at ABB.Method: In order to achieve the purpose of the study, a survey was conducted amongst the employees of ABB. The target groups were sales managers, sellers and other employees. The result from the survey where then analyzed based on the theory chapter. Conclusion: A GAP-analysis showed a difference in the attitude towards the sales position at ABB.

Employer branding in public sectorA descriptive case study on Örebro kommuns work with employer brandingProblem: Previous literature on employer branding is normative and highlights what the work with employer branding should contain in order to succeed. Previous literature lack descriptions of how the actual work is carried out in organizations. Previous literature also takes basis in the private sector and there is a lack of studies conducted in the public sector.Purpose: The purpose of this study is to describe how an organization in a public sector works with employer branding and it also aims to increase the understanding of employer branding.Method: The study is a descriptive case study based on a qualitative approach with semi- structured interviews with two employees at Örebro kommun. Throughout the study previous literature on employer branding is used.Results: We have noticed different activities in the organizations work with employees, leadership and communication that contribute to employer branding. The organization has a well-developed approach for the existing employees that contribute to the employee's personal development.

Authors: Marie Andersson, Maria Gustafsson and Johanna Olsson.Tutor: Peter CaesarTitle: Don?t forget the story ? a study about internal StorytellingKeywords: Internal Storytelling, Internal marketing, Communication, Organizational culture, Internal branding, Fellowship, Motivation, Participation.Background: Something that can be problematic for managers in an organization is to find an effective way to spread information that will received by all the employees. One way to spread information and messages to the employees is by using internal Storytelling. The use of internal Storytelling aims to create an environment to build up an engaged personnel. Organizations use internal Storytelling when they want to create collective stories and frame of references among the employees within the organization, and also spread the values of the brand and information about the organization.Problem statement: How can internal marketing be affected by internal Storytelling?Method: Our study is based on a case-study of SCA Packaging Sweden AB.

Purpose: The purpose of our thesis is to analyze the application of models from product branding on job-seeking business students as a way to establish a personal brand.Conclude: We found that the principles of product branding closely resembles those of personal branding and are therefore applicable. The models that build a products brand can do the same for a business student. Thereby we can conclude that personal branding does derive from product branding..

Purpose: The purpose of this study is to examine how a company with a single brand is perceived as uniform, as well as how they use internal brand building to reconcile various competing actors within one brand. Furthermore the aim is to examine how staff, through internal brand building processes, perceives and identifies themself with the values of the common brand. Method: A case study with method triangulation was conducted at Nordiska Kompaniet department store in Stockholm. Quantitative data through a questionnaire survey with employees combined with two observations. Qualitative data was given through an email interview with a responsible manager of digital channels and PR from NK AB.Theories: This study has used the following theories; Destination marketing, Corporate brand, Internal branding, corporate identity, corporate culture, brand value, service brand values, brand citizenship behaviour.Conclusion: This case study of NK has shown that Internal branding building in a department store is a comprehensive work, which all involved must have a unified perception and understanding of the brand, in order to successful unite under one brand.

Through this study we want to enlighten how different companies work with their Internal branding and how well they succeed in this process. We also want to examine if there are any differences in this work depending on the companies market position. Following question is used to investigate this process;- In what way and how well are companies working, depending on market position to implement and maintain their work with the internal brand?For the study a theoretical model was created based on our existing theory. The model contains three main variables; create, communicate and uphold; i.e.

Med denna uppsats har vi utifrån ettkonsumentperspektiv, jämfört eventuellalojalitetsöverföringseffekter hos co-branding vid en högoch en låg engagemangsnivå..

The essay deals with the subject about branding and the communicative process that entails between businesses and consumers. The purpose of this paper is to increase understanding of the opportunities and risks of brand building through sponsorship and Co-Branding. This descriptive analysis is made by highlighting the partnership between two strong brands in the Swedish market, Åbro & AIK, and how internal and external associations related to their impact on brand equity. The study has led to the conclusion that the sponsorship should be seen as synonymous with Co-branding, ie. a synergy between two or more brands.