Gyrd-Jones, Richard; Jonas, Louise Rygaard(Frederiksberg, 2014)
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Resume:
The alignment of
employees around the corporate brand has emerged as a major area of study in
corporate branding literature generally and in the service branding literature in particular.
Simultaneously, corporate brand scholars are focused on achieving coherence in brand
expressions. Traditionally focus has been on using corporate communication to align employees
around the corporate brand to achieve this. Through in
-
depth, longitudinal, ethnographic research
this paper suggests that coherence can only be achieved by und
erstanding the complex interplay
of identities between occupational groups and management levels in the organisation. It is argued
that responsibility for brand expressions should be more decentralise