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Branding Small Businesses In Small Communities, Lacey Jenkins
Branding Small Businesses In Small Communities, Lacey Jenkins
Masters Theses
Branding has grown into a vital part of communicating a brand to its audience members. Unfortunately, large portions of branding tactics are geared towards large corporations in large communities. Small and mid-sized businesses require different tactics in order to create a brand that effectively communicates its purpose and values to its consumers. Because of this, this thesis is looking at the branding tactics of a small business in Charleston, Illinois. This business, Phoenix Elite, showed weaknesses in multiple areas of its branding package. Using a literature review, the goal is to create a better understanding of what branding is, as …
How All In Are We Really?: An Examination Of Eastern Illinois University’S “All In” Branding Campaign’S Impact On Tenured Faculty Members’ Organizational Identification And Commitment, Melissa A. Stone
Masters Theses
Organizations are constantly putting out messages to the world, and many of these external messages speak on behalf of the organization’s internal members. While organizations often thoroughly examine whether these messages have the intended effect on target audiences, current research lacks answers to how internal members perceive and are impacted by these messages. To gain greater insight into the relationship between an organization’s external messages and the impact those messages have on internal members, this thesis examines Eastern Illinois University’s “All In” branding campaign and its perceived effect on tenured faculty members’ organizational identification and commitment. Ten tenured-faculty members were …