Mission eller moneter?

This thesis focuses on the implications related to the presumptions, whether the creation of a successful corporate brand can be found in causality between corporate identity, corporate image and organisational identity. There is a lack of research documenting in which way a company can successfully enable its corporate identity, as to create a positive corporate image among its stakeholders. But market conditions of today imply that companies need to strive to add further value to their corporate brand, in order to distance themselves from their competitors. Regardless the fact that a direct correlation between a strong corporate brand and the impact on turnover, has yet to be proven.
af Søren Kåre Nielsen, Jan Hoffmann, Lis Mortensen, Lone Yding
Mensch, which is an advertising and communication agency, has succeeded in both building a strong corporate brand and establishing one of the best earning agencies in Denmark, climbing to the top of their business within just a few years’ time. In their efforts to promote their corporate image, Mensch has prioritized advertising in newspapers, but utilizing text only and in a rather different, provocative linguistic style. Another unusual step has been the publishing of, what at first impression could be considered as an internal HR-policy.
 
This has been our motivation to explore how Mensch’s corporate brand is created and interpreted by its stakeholders, and to investigate how Mensch’s corporate brand makes sense within a corporate communication perspective.
 
The construction of a corporate brand is a complex matter. A corporate brand is an object, created subjectively and again interpreted by subjects within their specific context. Consequently, constructivism embraces the creation of a brand. Mensch’s linguistic advertising offers us an opportunity to analyse text, tracing the agency’s identity in connection with its corporate communication, which is a rare combination. This leads to a methodology, e.g. text analysis, based on several theories, in order to approach and scope our thesis in a way which will add new knowledge to this field.
 
We have found that Mensch´s organisational identity is applied in their corporate identity as a driver to communicate, and to create an image with their stakeholders saying they are different. However, it is our assessment that this very explicit message – we are different – conceals other core identity characters of the agency. Mensch’s style appeals to customers, who have similar needs – to appear differently in their corporate identity. At the same time, Mensch excludes customers which they find are not at their intellectual level. Consequently, customers with other needs might not be attracted to Mensch.
 
Our analysis reveals communicative gaps and organisational misfits, which indicate a potential risk towards Mensch´s business on a longer term. There is a communication gap, where customers do not receive the message that Mensch considers themselves professional, skillful and so forth, qualities which we discovered are a part of their organisational identity. Yet, Mensch is holding on to this different style, tending to neglect any feedback, which could have helped closing this image gap.
 
Mensch is a distinct brand expressing a different style, without direct evidence confirming that customers choose the agency based on the corporate image this brand creates. We conclude that Mensch’s corporate brand makes sense, as long as the customers stay loyal, and Mensch´s business is successful. However, Mensch’s identity characters are so strongly embedded within their organisational identity, that adjustment to a changing business environment may be an in-surmountable challenge.
 
 

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