Kunsten at ride på den kollaborerende bølge: -en fællesskabende og værdifuld virksomhedsbranding af Dinnersurfer

: This thesis examines the social phenomenon collaborative consumption and argues that many Danish consumers are mowing towards more economical and social solutions in their private consumption. By investigating the principles of the phenomenon, it becomes obvious that Belief in the Commons can be characterized, as the bearing philosophy. Collaborative consumption companies can use this knowledge beneficially by integrating it in their brand identity and corporate branding strategies by focusing on establishing and nurturing a brand community, deep value propositions and a corporate personality (belief) that is shared by the brand’s target group.

Jørgensen, Julie Elina Lipsøe ; Skanning, Katrine Friediger ; Cornett, Julie Dalsgaard

4. semester

Kommunikation, Kandidat

2014

2014-06-02

146

Deleøkonomi ; Corporate Branding ; Content Marketing ; Communication ; Collaborative Consumption ; Sharing economy ; Tribal Marketing ; Neotribes ; fællesskab

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