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| Author: | BrØnn P. S. Engell, A. Martinsen, H. |
| Title: | A reflective approach to uncovering actual identity |
| Journal: | European Journal of Marketing
2006 : VOL 40:7-8, p. 886-902 |
| Index terms: | image case studies marketing psychology communication Norway |
| Freeterms: | identity values |
| Language: | eng |
| Abstract: | The article presents an intensive case study of a unique identity-developing process employed in a Scandinavian service firm. Despite the wide interest to the area of corporate identity, there is no easy way to measure or define it. However, the article concludes how it is obvious that uncovering identity starts internally with individuals and the organization, and the article presents a technique used for this in a Norwegian collection agency. The aim of the study was to discover the core values of the firm defined from an employee perspective. The results of the study show that consistency in communication is a fundamental factor for a successful branding strategy. Further, by engaging employees deeply in the identity process, more consistent branding platform can be built. During the identity process the case company redefined its role in the business sector, and they found the core value (responsibility) guiding their operations. This core value is the foundation for branding strategies with all of the stakeholders. |
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