Hur influerar CSR den interna varumärkes byggande processen?

This thesis is describing corporate socials responsibilities influence on the internal brand building process. It´s done in a deductive manner and as such starts with clarifying the theories that exist on the field. With the help of these theories three research questions have been developed. To be able to answer the research questions applicable theories have been chosen and explained further. Once the thesis has established what its main interest is two case studies was performed. The two cases have been chosen because they are seen as two of Sweden’s greenest brands and these are the hamburger chain Max and the retail chain Coop. Interviews have been conducted with people that hold key positions regarding the subjects at hand within these organizations in order to get their view on things. The two cases are then compared to each other in order to analyze the differences as similarities between the two. Finally with the help of this data, results show that CSR is dependent on the internal factors of a brand audit and driven by the external factors. The core identity of a corporate brand can be affected by CSR however not to the same extent as the extended identity. Finally the brand position statement tends to be changed in order to weigh in other aspects than just price and quality.Validerat; 20120820 (anonymous