Brand Co-creation i danske patientforeninger

Jacob Hartvig Nielsen, Phillip Ørbæk & Nikolaj Rosetzsky Hermann

Studenteropgave: Speciale

Abstrakt

Brand co-creation in Danish patients association In this master thesis, the preconditions of brand co-creation in the Danish patients association are examined. Furthermore it is examined how they can strategically manage these to gain brand value. In the Danish patients associations, it is vital that the brand is a reflection of their members, to gain strong brand value. Brand co-creation is a valuable tool to manage this issue. Brand co-creation is basically a way to constantly evolve the brand, together with the members. This ensures that all actions are related to the member beliefs. The master thesis is initiated by an examination of the theoretical field of brand co-creation. By doing this, we collect the essential concepts, and boil it down to a manageable size, for further investigation. This reveals two perspectives of how brand co-creation can create value: One is to acknowledge dialogue as a source of knowledge and insight, which can be transferred into a decision guideline. The second is to acknowledge, that every social interaction can create valuable associations to the brand. Furthermore the field provides 3 essential building blocks for brand co-creation, which must be fulfilled and/or considered. These are; dialogue, transparency and risks. On a basis of 5 qualitative interviews, with communication managers from large Danish patients associations, the preconditions of brand co-creation are examined in these organizations. The analysis is centered around two points: One is how the democratic structured organisations fulfil the demand of brand co-creation building blocks. This analysis reveals that the Danish patients associations, delivers a good platform for brand co-creation, because of a natural embedded dialogue and transparency. However, the democratic structured process also contains challenges in lack of ability to represent members, and adaptability to changes in member beliefs. To overcome these challenges the Danish patients associations needs to widen the focus of brand co-creation, to new touch points - in this case online communities. The analysis of the communities shows that the content, and the rhetorical settings of the dialogues, gives a sufficient foundation for brand co-creation. Therefore, the communities can be strategically exploited to increase brand value. This can be done by systematically capturing the essence of the dialogue in the communities, and use this as guideline for decisions. In addition, the patients associations must be more active within the interactions in the communities, thus creating incentive for stronger and better associations to the brand - increasing brand value.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
SprogDansk
Udgivelsesdato28 jan. 2015
VejledereMaja Rudloff

Emneord

  • Brand co-creation
  • Brand Equity
  • Danish patients associations