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Full-Text Articles in Business
Brand On The Run: The Effects Of Internal And External Stakeholder Communication Of Corporate Rebranding Efforts, Abby Vandiver
Brand On The Run: The Effects Of Internal And External Stakeholder Communication Of Corporate Rebranding Efforts, Abby Vandiver
Honors Theses
A company’s most valuable asset is its brand. Not just limited to its name and logo, a brand is loosely defined as the identity of an organization. A strong brand identity can create strong customer loyalty. Changing even a part of this identity can cause confusion and ultimately revenue loss. This study examined how business owners and marketers communicate with their stakeholders when they decide a rebrand is necessary. After researching current literature on this topic, businesses in Oxford, Mississippi which have undergone a rebrand in the last decade were recruited to answer questions. Ten organizations participated either through interview …
Combatting Consolidation In The United States Banking Industry: An Analysis Of Performance And Strategy Of First National Bank Of Clarksdale, Lydia Johnsey
Honors Theses
This thesis is based on a submission with group members in the 2023 Case Study Competition for the Conference of State Bank Supervisors. This thesis includes additional background information not included in the original competition paper in order to clarify the competition standards and goal of the paper. This thesis evaluates First National Bank of Clarksdale with respect to two areas: financial analysis, which evaluates earnings performance, loan portfolio composition, asset growth, capital levels, and liquidity of the bank; and strategy, which includes staffing, succession, training, and technology strategies instituted by bank management. Data from the bank’s Uniform Bank Performance …