Brand and Company Identity

The diploma thesis, which I present below under the title 'Brand and Company Identity', was written with the aim of capturing the state of affairs in the eyes of external observers, namely their existing and potential customers, and on the other hand the degree of identification with the identity of their company or brand as such among employees. The company on which the diploma thesis is based has a 30-year tradition and has developed over the years from a garage workshop into a modern technology company, which at this point combines modern technology with many years of experience. On the basis of a ** very well-responded survey among employees**, it thus determined the level of awareness and satisfaction in their company and, based on these results, prepared an action plan for improvements and targeted management of employees.

Problem

The diploma thesis, which I present below under the title 'Brand and Company Identity', was written with the aim of capturing the state of affairs in the eyes of external observers, namely their existing and potential customers, and on the other hand the degree of identification with the identity of their company or brand as such among employees.

Solution and Method

The company on which the diploma thesis is based has a 30-year tradition and has developed over the years from a garage workshop into a modern technology company, which at this point combines modern technology with many years of experience. The company has, on the basis of its long-standing presence on the market, built a ** brand identity** or company as such, including established values and goals that they wish to communicate to the public in a precisely defined manner. In this sense, they wanted to obtain a clear picture of how their customers, future customers see them and, last but not least, how the competition faces the same challenges.

With the help of the mystery shopper method, they thus investigated the sales experience in their company and in the same way at three competitors. With the criteria they wanted to highlight using this method, they focused on the entire customer experience, including all the senses with which we perceive. Given the opinion that they have quite well-developed professional knowledge of their ** sales staff**, they wanted to upgrade the other aspects of perception that stimulate positive feelings in the customer.

They took the same view with their competitors, which they treated separately and thus compared with each other. Among other things, they are very aware that their employees are their greatest attribute on the path to excellence and to a large extent the best ambassadors of their company or brand. In the company, they want excellent, proactive employees who can identify with their company and brand as such.

Therefore, they also investigated among them to what extent the values, goals and strategies of the company are known to them and how they can bring them even closer.

Results

On the basis of a very well-responded survey among employees, it thus determined the level of awareness and satisfaction in their company and, based on these results, prepared an action plan for improvements and targeted management of employees. The set of research from the perspective of customers and employees will thus be tried to be used further in strategies for the further development of the company.