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Corporate Image versus Corporate Identity when using Controversial Advertising : a survey on United Colors of Benetton
Halmstad University, School of Business and Engineering (SET).
2004 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]
Abstract In today’s business environment the corporate identity is becoming more and more important as a result of an increasing range of products, meaning increasing competition, along with the fact that it, because of increasing information noise in the society, is getting harder and harder for the company to make itself heard. The task facing the company is now to create a homogeneous picture that is to be sent out to its publics, which then can be received and generate a core image. The aim of this thesis is to, after having surveyed the image of a company that is using controversial advertising and studied its identity, examine to what extent the controversial advertising, and not the remainder of the company’s identity, is affecting the company’s image. The result of this study shows that the company’s controversial advertising to a great extent affects the potential customers’ image of the company. Furthermore, it has shown that, in the case of the company being chosen for the survey, this also was the factor that generated the most of the negative features of the image.
Place, publisher, year, edition, pages
2004.
Keyword [en]
Corporate Image, Corporate Identity, Controversial Advertising
Identifiers
URN: urn:nbn:se:hh:diva-11766Local ID: U10795OAI: oai:DiVA.org:hh-11766DiVA: diva2:366902
Uppsok
Social and Behavioural Science, Law
Note
Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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