CoBra – Corporate Branding Research Project
1.3.2008 - 28.2.2010

CoBra is a two-year research project at the Marketing department in University of Oulu, funded by Finnish Funding Agency for Technology and Innovation, Tekes and partner firms. The project aims at to understand and clarify the role and importance of corporate branding in small and medium sized enterprises (SMEs). The research question and starting point is:

How corporate branding can be managed effectively and successfully?

The project has three main areas:
1) clarify the role of internal and external communications in corporate branding,
2) develop new corporate brand value measurement tools especially for SMEs, and
3) describe how corporate branding and corporate re-branding happens.

The areas are realized in three main tasks, namely: corporate brand communications, corporate brand value and corporate re-branding. As a result project produces process models of corporate branding and corporate re-branding, as well as new corporate brand value measurement tool especially for SMEs.

Contacts: Saila Saraniemi, project manager
saila.saraniemi(at)oulu.fi, +358 8 553 7783

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