Rebranding through CSR : case company: Neste
Chellaf, Iman (2017)
Laurea-ammattikorkeakoulu
2017
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705239760
https://urn.fi/URN:NBN:fi:amk-201705239760
Tiivistelmä
Oil corporations have had to revolutionize their business ventures not only to abide by the pressure of responsible conduct but also to stay competitive within their industry.This thesis aims to give a thorough, look on the topics of CSR, branding and the various factors that contribute to the public’s perception of a brand.
The core objective of this thesis is to study how the case company Neste has managed to integrarte CSR into its brand identity, and most importantly how its rebranding is perceived by its social media followers. The research was prompted by Neste’s campaign, Pre-order the Future, launched in 2016 with aims to communicate the corporate’s activities and engagement in the matter of CSR.
The quantitive research part’s survey aims to firstly determine the current perception of the corporation; whether there is public awareness on the company’s efforts to venture in the renewable energy sector, and most importantly their thought and sentiments on the matter.
The key findings of the conducted research indicate Neste’s audience to perceive the brand in a positive light overall. However, the research also reveals the brand’s shortcomings. The success, in terms of creating engaging content that speaks to the target audience, lacks however in terms of brand recognition and recall and not successfully being linked with the content later on.
The core objective of this thesis is to study how the case company Neste has managed to integrarte CSR into its brand identity, and most importantly how its rebranding is perceived by its social media followers. The research was prompted by Neste’s campaign, Pre-order the Future, launched in 2016 with aims to communicate the corporate’s activities and engagement in the matter of CSR.
The quantitive research part’s survey aims to firstly determine the current perception of the corporation; whether there is public awareness on the company’s efforts to venture in the renewable energy sector, and most importantly their thought and sentiments on the matter.
The key findings of the conducted research indicate Neste’s audience to perceive the brand in a positive light overall. However, the research also reveals the brand’s shortcomings. The success, in terms of creating engaging content that speaks to the target audience, lacks however in terms of brand recognition and recall and not successfully being linked with the content later on.