Project Description
Organization as a Brand
How can a corporate brand ensure a consistent brand experience across the organization, providing a competitive edge and a better reputation in the global marketplace?
How does corporate branding build a better reputation?
Background and purpose of the project
Because of the bad economical situation in Hungary and in many other European companies, the construction company Forte is currently balancing between, either standing in the shadow and being overtaken by its competitors on the market or taking its last breath and showing up with as a new corporate brand that communicates well its image, vision, organizational culture and stating to the marketplace that there is a reason for its existence. Forte has been present on the global marketplace for many years and wants to interact with new international customers using corporate branding.
The challenge is to identify those organizational characteristics and make them relevant to customers.
The motivation stems from the difficulties of maintaining credible differentiation of products and services, and the fragmentation of traditional market segments that occurs as customers become more selective and markets more complex. Corporate brands can increase the company's visibility, recognition and reputation. Based on the Corporate Brand Tool-Kit developed by Hatch and Schultz (2001) key problem areas for a corporate brand are going to be identified.
In the report corporate branding will be described as an organizational tool helping to analyze the gaps between strategic vision, organizational culture and corporate image.
Correct work will explain how a corporate brand can ensure a consistent brand experience across the organization, providing a competitive edge and a better reputation in the global marketplace.
The expected outcome of the project
The research approach is about recording, analyzing and attempting to uncover the deeper meaning and significance of human behavior and experience, including beliefs and emotions. Since it is important gaining a rich and complex understanding of people's experience, necessary information will be collected with qualitative researches. Data is collected in textual form based on observation and interaction with the participants: interviews, group discussion and field notes.
One of the most frequently used qualitative research approaches include the ethnographic research, used by a researcher for investigating cultures by collecting and describing data that is intended to help in the development of a theory.
The expected outcome of the project is a guide for Forte based on the Corporate Brand Tool-Kit developed by Hatch and Schultz (2001) helping to analyze the gap between strategic vision, organizational culture and corporate image. In the end solutions will be found how to align the Three Strategic Stars of Corporate Branding in order to increase reputation in a global marketplace.
Results collected with the Tool-Kit will be presented on a new website that is going to communicate well the organizational characteristics. Since the company wants to reach customers on the international global market, the website might be the best product and channel to communicate: accessible from any place at any time, presented in different languages.
The full report can not be shared because of confidential reasons.
