OP Financial Group’s brand vision : current understanding at the sales level
Hyvärinen, Sirja (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051311220
https://urn.fi/URN:NBN:fi:amk-2025051311220
Tiivistelmä
Kaakkois-Suomen Osuupankki follows the united brand direction based on the strategy and value base of OP Financial Group. Sales level personnel are in the key role in implementing the brand vision, for they interact with customers daily and pass brand promises on customer work. Understanding the brand vision, internalizing and communication are key factors for brand to be united on customer experience.
The aim of this thesis was to research the understanding about the OP Financial Group’s brand vision on sales level in Kaakkois-Suomen Osuuspankki. Thesis was conducted as qualitative research. Semi-structured thematic interviews were used to gather data from eight salespeople in different branches. Interviewed were divided into three profiles based on the understanding about the brand vision and work experience in Kaakkois-Suomen Osuuspankki.
The results showed the differences in understanding the brand vision and implementing it between different profiles. Supervisory work and communication were experienced important especially on less experienced profiles. As a conclusion there was perception that brand communication and training should be developed into more practical and interactive way to be able to implement the brand vision more united to whole sales organization.
The aim of this thesis was to research the understanding about the OP Financial Group’s brand vision on sales level in Kaakkois-Suomen Osuuspankki. Thesis was conducted as qualitative research. Semi-structured thematic interviews were used to gather data from eight salespeople in different branches. Interviewed were divided into three profiles based on the understanding about the brand vision and work experience in Kaakkois-Suomen Osuuspankki.
The results showed the differences in understanding the brand vision and implementing it between different profiles. Supervisory work and communication were experienced important especially on less experienced profiles. As a conclusion there was perception that brand communication and training should be developed into more practical and interactive way to be able to implement the brand vision more united to whole sales organization.