This project is based on the company FartPå. The main purpose of the project is, to develop a branding strategy, which is based on the use of the concept Corporate Social Responsibility (CSR). FartPå is a small company, which primary tasks is, to make print on products such as t-shirts, cups etc. The company has a minor cooperation with Job- og Aktivitetscenter Vestegnen, which primary task is activating citizens on early retirement – often with reduced physical and/or mental capabilities. FartPå would like to brand themselves as a socially responsible company. As theoretical impetus in achieving this, branding theories and differing theory about the term CSR, will be included. The purpose of the inclusion of CSR is, first to explain the term, for later on being able to specify it in the context of our focus. In addition to the above, the AC2ID model, developed by John M.T. Balmer og Stephen A. Greyser, will be used as framework for the first part of the analysis. Here - based on the communication from FartPå until now, and how this is perceived - the company’s current identity will be defined. Furthermore the company’s ideal and desired identity will be examined. This will be used as argument, for the development of a certain concept, based on the term CSR. Finally this concept will be tested and analysed in part two of the analysis. This is to give an appraisal of, whether or not this can be used as foundation in a branding strategy for FartPå.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||5 jan. 2015|
|Vejledere||Henriette Bernhoff Lungholt|
- Social Ansvarlighed