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Advisor(s)
Abstract(s)
For a corporate rebranding to be successful, it is fundamental that the
employees of the company understand and support the new corporate brand
from a very early stage. The aim of this thesis is to understand if the three chosen
dimensions, (1) internal branding, (2) continuity of brand elements and (3)
internal communication, have a positive impact on the employees’ acceptance of
the new brand.
A qualitative study was developed, in which the case study of the corporate
rebranding of Grupo Auto Sueco to Grupo Nors was analyzed. Five semistructured
interviews were conducted, with respondents from different business
areas, including the holding.
The results show that internal branding was important in the communication
of the new message. However, for those employees who have worked longer in
the company it has not been so easy to feel a connection with the new corporate
brand, even though the essence of the former brand is reflected in the new brand.
Internal communication was fundamental to guarantee that all employees felt
involved in the building of the new brand since the beginning. In order to
accomplish that, different internal communication channels were used, such as
e-mail and face-to-face meetings, to invite employees to participate in workshops
and interviews, where their input on the new brand was taken into account. In
the final phase, tests with internal target groups were ran to analyze and study
their reaction to the new brand.
Description
Keywords
Corporate rebranding Internal communication Internal branding Internal communication channels