Brand experiences of employees and customers as a resource for renewal
The Brand New-project aims at developing a comprehensive and multidisciplinary approach to understand dynamic construction of corporate brand image from the perspectives of personnel, customers and management. With the dynamic, constructive and multilevel approach on corporate and personal brand image researchers will challenge traditional top down view on brand management both in business practice and scientific debate.
Conceptual models, methods and means are developed for companies and organizations in order to support their understanding on corporate identity and image construction from different perspectives and to modify their value promise to enhance competitiveness and business renewals.
The multidisciplinary consortium consists of researchers from VTT, Aalto ARTS and Hanken with international partners. The participating organizations include RTV Corporation, Skanska, Workspace, Tapiolan Lämpö, The Real Estate Employers and The Finnish Real Estate Management Federation.
The project started in the beginning of 2015 and will finish in the end of 2017.
Project Manager, Senior Scientist
+358 50 341 1233