Resource title

"Living the brand" som en brandorienteret dialogisk praxis - Om udvikling af medarbejdernes brandorienterede dømmekraft

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Resource description

How can service companies get their employees to ‘live the brand’? This thesis answers thisquestion through a dialogue between practice and theory. It investigates the potential ofphilosophical-dialogical methods to transform abstract brand values into action in corporatebranding praxis at TDC and explores opportunities to apply the methods in context of servicecompanies in general. It develops an understanding of corporate branding as an organisational andcultural project in which collective dialogue-processes serve as the main sensemaking process.

Resource author

Dorte Hermansen

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Resource publish date

Resource language

dan

Resource content type

application/pdf

Resource resource URL

http://hdl.handle.net/10398/7813

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