在动荡时期重新定义品牌形象和内部沟通:萨瓦德尔银行案例

IF 4 Q2 BUSINESS Journal of Brand Management Pub Date : 2024-08-13 DOI:10.1057/s41262-024-00366-9
Rafael Bravo, José M. Pina, Beatriz Tirado
{"title":"在动荡时期重新定义品牌形象和内部沟通:萨瓦德尔银行案例","authors":"Rafael Bravo, José M. Pina, Beatriz Tirado","doi":"10.1057/s41262-024-00366-9","DOIUrl":null,"url":null,"abstract":"<p>The purpose of this study is to examine the processes of brand identity redefinition and the adaptation of internal brand communications in the banking context during the COVID-19 crisis. Specifically, the study focuses on Banco Sabadell, a major Spanish bank, from the perspectives of both bank managers and employees. The study employs an empirical approach, utilizing in-depth interviews with nine managers, from different areas, with responsibilities for brand management and internal brand dissemination, internal and external documents related to the bank’s brand identity and the results of an annually administered questionnaire answered by bank employees 2019 through 2022. The information collected offers insights into how the bank managed its corporate brand identity redefinition and internal brand communications and facilitates an assessment of how existing academic models may be applied to crises and identifies the most critical elements. The experiences described in this study may serve as a guide for other companies looking to adapt their brand strategies to a crisis context.</p>","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":"15 1","pages":""},"PeriodicalIF":4.0000,"publicationDate":"2024-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell\",\"authors\":\"Rafael Bravo, José M. Pina, Beatriz Tirado\",\"doi\":\"10.1057/s41262-024-00366-9\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>The purpose of this study is to examine the processes of brand identity redefinition and the adaptation of internal brand communications in the banking context during the COVID-19 crisis. Specifically, the study focuses on Banco Sabadell, a major Spanish bank, from the perspectives of both bank managers and employees. The study employs an empirical approach, utilizing in-depth interviews with nine managers, from different areas, with responsibilities for brand management and internal brand dissemination, internal and external documents related to the bank’s brand identity and the results of an annually administered questionnaire answered by bank employees 2019 through 2022. The information collected offers insights into how the bank managed its corporate brand identity redefinition and internal brand communications and facilitates an assessment of how existing academic models may be applied to crises and identifies the most critical elements. The experiences described in this study may serve as a guide for other companies looking to adapt their brand strategies to a crisis context.</p>\",\"PeriodicalId\":48109,\"journal\":{\"name\":\"Journal of Brand Management\",\"volume\":\"15 1\",\"pages\":\"\"},\"PeriodicalIF\":4.0000,\"publicationDate\":\"2024-08-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Brand Management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1057/s41262-024-00366-9\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Brand Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1057/s41262-024-00366-9","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

本研究的目的是探讨在 COVID-19 危机期间,银行业重新定义品牌形象和调整内部品牌传播的过程。具体而言,本研究以西班牙大型银行萨瓦德尔银行为研究对象,从银行经理和员工的角度进行研究。研究采用了实证方法,利用了对来自不同领域、负责品牌管理和内部品牌传播的九位经理的深入访谈,与银行品牌形象相关的内部和外部文件,以及由银行员工回答的 2019 年至 2022 年年度问卷调查结果。所收集的信息有助于深入了解该银行如何管理其企业品牌形象的重新定义和内部品牌传播,有助于评估如何将现有的学术模式应用于危机,并确定最关键的要素。本研究中描述的经验可为其他希望根据危机背景调整品牌战略的公司提供指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

摘要图片

查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell

The purpose of this study is to examine the processes of brand identity redefinition and the adaptation of internal brand communications in the banking context during the COVID-19 crisis. Specifically, the study focuses on Banco Sabadell, a major Spanish bank, from the perspectives of both bank managers and employees. The study employs an empirical approach, utilizing in-depth interviews with nine managers, from different areas, with responsibilities for brand management and internal brand dissemination, internal and external documents related to the bank’s brand identity and the results of an annually administered questionnaire answered by bank employees 2019 through 2022. The information collected offers insights into how the bank managed its corporate brand identity redefinition and internal brand communications and facilitates an assessment of how existing academic models may be applied to crises and identifies the most critical elements. The experiences described in this study may serve as a guide for other companies looking to adapt their brand strategies to a crisis context.

求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
8.80
自引率
9.80%
发文量
30
期刊介绍: The Journal publishes original and insightful peer-reviewed articles as well as industry-based case studies plus invited expert commentaries and editorials which rigorously consider:models and theories effectively used in brand management research and practicehow the world's leading companies are managing their brandsthe latest thinking techniques and initiatives used by agencies and consultantscurrent case studies which explore leading organisations' practical experiences the problems faced and the lessons learnedapplied research from leading business schools research institutes and universitiesIf after reading the aims and scope you consider your article potentially relevant you may submit your work?for consideration as per the?normal process. The Journal Editors do not ordinarily discuss potential suitability of articles prior to submission.The Journal also regularly publishes themed special issues and is essential reading for brand strategists in both private and public sector organisations and academics in universities and business schools - including:Professors and LecturersMaster MBA and PhD studentsBrand ResearchersMarketing and Branding ConsultantsHeads of Branding Brand Directors and ManagersMarketing DirectorsBusiness Development ManagersHeads of Corporate CommunicationsCEOs and Managing DirectorsAgency DirectorsPlanning Directors and Strategic PlannersIP Lawyers and Patent AttorneysTopics covered include but are not limited to:Online or Digital BrandingBrand Metrics and/or AnalyticsLuxury BrandingBrand Ethics and/or Corporate Social ResponsibilityBrand and Finance Brand Reputation Identity and ImageBrand Relationship Loyalty or LoveBranding and TechnologyBranding Innovation and/or R&DBrand Valuation Integrated Brand CommunicationBrand ManagementBrand EquityBrand Community (Online)Product BrandingService BrandingBusiness-to-Business BrandingRetail BrandingPrivate Label Branding Brand Heritage and History Qualitative and Quantitative Brand ResearchBrand Architecture and PortfoliosBrand Alliances and MergersCorporate Brand ManagementBrand ExperienceBrand CrisesBrand CounterfeitsBrand and LawBrand Extension and Brand Growth Brand Credibility and TrustOpen Brand ManagementBrand Elements (Logo Naming Packaging etc.)Branding for Profit and Non-Profit OrganisationsBrand Co-creation Brand Research Methods
期刊最新文献
Exploring the effect of incidental priming when measuring trademark genericism When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell Act your age to engage: field evidence on parent versus brand extension Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1