Through an experience economic and branding based framework of understanding, this thesis investigates how partnerships between business and culture can strengthen Danish companies’ brand values and competitive position. Globalization, the expansive growth of the Internet, and a change in consumer behaviour have created a hyper competition, which places great demand on companies’ diverse potential and creative skills. We argue that this has given the cultural sector a renewed relevance among some business companies, namely because cultural partnerships can offer a wide spectrum of communicative, value-borne and substantive skills and qualities to the often conformist companies. It is however also risky to invest parts of a company’s identity in these partnerships, and it may also weaken the clarity of the corporate identity, which may have consequences for both the internal culture, stakeholder relations, and the corporate brand value. Through a case study consisting of among other things qualitative interviews, conferences, and reports, we focus on three cases of Danish commercial companies that use a variety of cultural partnerships in order to strengthen their brands: The car manufacturer Mercedes-Benz, the chain store Tiger, and the telecommunication company Call me. This thesis presents studies of the potentials as well as the challenges within partnerships with the cultural sector, in order to achieve a greater knowledge of the field, since there are significant little theoretical research that directly deals with partnerships between culture and business. This thesis investigates this phenomenon from a business perspective.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||28 jan. 2016|
- Corporate branding