Repositioning brand strategy of the Chamber of Commerce : a gap analysis between the current and desired situation

Jansen, Marianne (2011) Repositioning brand strategy of the Chamber of Commerce : a gap analysis between the current and desired situation.

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Abstract:For customers it is often not visible what the relevance and extra value of the Chamber of Commerce is. Customers do business with the Chamber of Commerce on the basis of obligation, but the Chamber wants them to do so because of their faith and understanding of their abilities and appreciation for their services. That is why the central Chamber of Commerce has made a new brand positioning: „Always getting further with entrepreneurship‟. This brand positioning is connected with four new brand values „close, independent, entrepreneurial, and professional‟. These values have to be internalized by all employees. To sustain this, the implementation of the new brand positioning is supported with various projects in a structured program. Goal is that the whole organization is totally brand positioned at the end of 2011. The aim of this thesis is to research where the Chamber of Commerce at the beginning of 2011 stands with their new brand positioning, and how they can reach strategically aligned behaviour among all employees for the end of 2011. This report aims to answer the following research question: In which way can the Chamber of Commerce reach strategically aligned behaviour among all employees concerning the new brand positioning? The project started with a literature research in order to gain more knowledge. On basis of literature about „internal branding, behaviour and internal communication‟ a conceptual framework has been established. This conceptual framework was the basis for the research. With a quantitative survey among all employees, the current situation has been measured. The moment in time was halfway the total brand positioning.
Item Type:Essay (Master)
Clients:
Kamer van Koophandel Centraal Gelderland, Arnhem
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/62864
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