Danske Banks corporate brand - En undersøgelse af hvordan Danske Banks brug af Facebook påvirker bankens corporate brand

Charlotte Kmiecik Carlsen, Signe Kjærbølling, Sidsel Christina Fenshøj & Julie Lind Rasmussen

Studenteropgave: Semesterprojekt

Abstrakt

The phenomenon of interest is Danske Bank’s corporate brand, which needs to be improved because it was affected by the actions of the bank before and during the financial crisis. The project is investigating the interrelation between vision, culture and image within Danske Bank’s brand. We analyze Danske Bank’s Facebook page, in order to investigate wetter or not the banks use of Facebook influences the corporate of the bank. The conclusion is; Danske Bank’s corporate brand is affected by gaps between image and vision/culture, and the use of Facebook does not align these gaps.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
SprogDansk
Udgivelsesdato14 jun. 2012
VejledereBoel Jørgensen

Emneord

  • Corporate branding
  • Danske Bank
  • Facebook