Organisational identity in branding : a case study of an organization in the real estate industry

Organizations today face big challenges as a result of increased exposure. A distinct and recognizable identity is required to differentiate. Consistent and coherent communication about what the organization stands for and where it is going is crucial if you want to succeed. This is a case study of how organizational members from two real estate companies that have merged into one, perceive their merged organization. The method is depth interviews with management representatives and focus group interviews with members from different levels of the company. My study demonstrates organizational identity as an important factor in brand management. Building a strong brand identity will motivate, guide and enable organizational members to act in accordance to the brand promise and thus provide power and content to the brand. The results show a weak organizational identity, but a pride in being part of a successful business. The company thus has much to gain from developing an organizational identity inorder to strengthen their brand. The differences in experiences, thoughts, and feelings for the merged organization are small, independent of organizational origin or on what level the respondents work in the company.Program: Magisterutbildning i strategisk information och kommunikatio