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
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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。

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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.

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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
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