Browsing by Author "Visser, Chantal"
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- (Re-)Branding the Future for Timtex Logistics: Making LogiSolutions a Corporate BrandPublication . Visser, Chantal; Pacheco, NatáliaWith its 100th anniversary coming up, the Dutch family-owned transport and logistics company Timtex Logistics is on the verge of change: the new generation is set to take over business operations in 2023. But, this small-medium enterprise (SME) – like many SMEs – does not have a clear corporate brand. The corporate brand of LogiSolutions International (future name under the new management) is developed through answering the main research question: “What is the internal and external perception of the corporate brand?”. The objectives of this professional project are to perform a brand audit by analysing the company’s brand equity (i.e., image, brand, mission, vision, values, culture and reputation); to create an understanding of the internal and external brand perception; and to identify the most suited corporate branding strategy according to the needs of the organisation. The methods used for this research were primary data collection (i.e., interviews with employees and clients) and secondary data collection (i.e., company’s internal report as well as market research done by third parties). Primary and secondary data supports the performed brand audit which led to understand the most suited branding strategy for the company. In order to stay relevant, gain competitive advantage and ensure profitable business, a corporate branding strategy is created for the company under the new name LogiSolutions International which will be described in detail at the end of this master thesis. In essence, a corporate branding plan is said to help document and translate the organisation’s values, approaches and personality to the right audience. This research contributes to the development of LogiSolutions International as a brand. Moreover, this research may be used as a guide for SMEs in the transport and logistics industry interested in transforming their organisation into a corporate brand.