Samspel mellan Identitet och Image
En fallstudie av det Svenska fo?retaget POC
Purpose: The purpose of this paper is to examine if POC manage to keep cohort interplay between their identity and image.Theoretical framework: This paper is led from theories in area about communicating identity and image. The theories that are relevant to this paper to see the interplay between identity and image is communication theory and brand theories based on associations. From these theories we have composed a model that shows the communication led from identity throughout image in company?s with many distribution channels. It shows what associations that build identity and image and also the complication and threat that the interplay is being exposed to.Methodology: We have chosen to do this examination as a case study. The case study has been made through a market survey including only respondents with knowledge about POC and several interviews with employees within the POC organization.Results and analysis: The quantitative market survey gave a clear picture of POCs image and the qualitative interviews described how POC wanted the identity to look like. We saw a clear connection between these two, but also some differences. For example was safety one of the most important identity characteristics, while the most common image characteristic was design.Conclusion: The interplay between identity and image is very difficult to control. Especially in company?s that includes many distribution channels. The solution is to be aware of the problem this might cause and on daily basis work with improvements on the interplay between identity and image.