1. BACHELOR ORAL EXAM
BRANDING COMMUNICATIONS
!
CATHRINE JENSEN
LISA WIMMERSTRÖM
AARHUS UNIVERSITY HERNING
INTERNATIONAL COMMUNICATION & MULTIMEDIA

2. AGENDA
INTRODUCTION
BRAND COMMUNITIES
THE GOLDEN CIRCLE
BIBLIOGRAPHY
1
2
3
4

3. INTERNAL
BRANDING
CORPORATE BRANDING
STRATEGY

4. CORPORATE BRAND
IDENTITY MANUAL

5. BRAND-CENTRED
HR ACTIVITIES
CORPORATE BRAND
IDENTITY MANUAL
BRAND
COMMUNICATION
BRAND
LEADERSHIP

6. ORGANISATION BRAND COMMUNITY

7. BRAND COMMUNITY
WITHIN THE ORGANISATION?

8. INTRA-ORGANISATIONAL
BRAND COMMUNITY
‘a social collective consisting of an organisation’s
workforce formed around the brand and displaying
community citizenship behaviours’
!
!
(Baker Tilly 2014: 2)

9. HELPING
BEHAVIOUR
SOCIAL
ENTHUSIASM
COMMUNITY
ADVANCEMENT
COMMUNITY
DEFENCE

10. TRANSPARENCY
TRUST

11. SALIENT GROUP IDENTITY
CONNECTORS: INTERESTS AND EMOTIONAL
BONDS WITH THE BRAND

12. WHY WOULD EMPLOYEES FORM
A COMMUNITY AROUND THE BPI BRAND?

13. WHY?
HOW?
WHAT?
THE GOLDEN CIRCLE

14. WHY?
Make the impossible possible.
Great ideas can grow in everyone.
Encourage growth and bring great minds
together to develop innovative and
holistic solutions.
HOW?
Make high quality foam.WHAT?

15. BIBLIOGRAPHY
Baker Tilly (2014) A new perspective on employee engagement. The potential of intra-
organisational brand communities. Retrieved, June 9, 2014 from http://www.bakertilly.co.uk/
SiteCollectionDocuments/Retail%20and%20leisure/A%20New%20Perspective%20on
%20Employee%20Engagement%20final.pdf
Devasagayam, P. R., Buff, C. L., Aurand, T. W. & Judson, K. M. (2010) Building brand
community membership within organizations: a viable internal branding alternative? Journal
of Product & Brand Management, vol. 19, no. 3, pp. 210-217
ForaTV (2010) The Golden Circle: Why Does Apple Command Loyalty. Retrieved, June 10,
2014 from http://fora.tv/2010/09/24/Simon_Sinek_How_to_Build_a_Company_with_Purpose/
The_Golden_Circle_Why_Does_Apple_Command_Loyalty
!
!
!!

16. BACHELOR ORAL EXAM
BRANDING COMMUNICATIONS
!
CATHRINE JENSEN
LISA WIMMERSTRÖM
AARHUS UNIVERSITY HERNING
INTERNATIONAL COMMUNICATION & MULTIMEDIA