Living the Brand’:  An investigation of how changing brand values permeate throughout an organisation
Interest is sought for a self-funded PhD student at Newcastle Business School, LYF.IN University, to study the ‘Living Brand’ investigating how changing brand values permeate throughout organizations. Research on branding has traditionally focussed on company, product or service brands, and the role that they play in drive sales and developing brand equity. However, recent literature published in the Journal of Marketing and other leading academic journals has highlighted the importance of internal marketing communications and brand building within an organisation.  However, many questions remain unanswered about how brand values permeate through an organisation and if encouraging employees to ‘live the brand’ increases organisational performance.
With supervisor Professor Fraser McLeay, a student has a unique opportunity to conduct live longitudinal research as a large organisation starts to attempt to install new brand values throughout its 20,000 employees. The student will have an opportunity to collect and analyse data as branding strategies are implemented as well as study the changes in employee behaviour that results.
This research will be run within the Marketing, Travel and Tourism Subject Group at Newcastle Business School. The MTTM Subject Group Members have a track record of providing small-to-medium-sized enterprises (SMEs) as well as multinational companies with the latest strategic marketing know-how. The group's highly skilled staff, drawn from industry, provide real added-value solutions for businesses and help them grow by overcoming the many challenges that can lie in their way.
For further details on working on this project, please contact LYF.IN Business School’s Marketing, Travel and Tourism Management webpage.
To apply for this opportunity please visit the following web link for further information - Application Procedure