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[{"key": "dc.contributor.author", "value": "Karjalainen, Mari", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2010-01-30T13:01:16Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2010-01-30T13:01:16Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2009", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1118743", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/22806", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Br\u00e4ndi k\u00e4sitteen\u00e4 ei ole mik\u00e4\u00e4n uusi keksint\u00f6. Sen sis\u00e4lt\u00f6 ja merkitys ovat kuitenkin viime vuosina muuttuneet merkitt\u00e4v\u00e4sti. Br\u00e4ndi voidaankin nyt entist\u00e4 vahvemmin n\u00e4hd\u00e4 osana yrityksen aineetonta p\u00e4\u00e4omaa ja yrityksen kilpailuedun l\u00e4hteen\u00e4. T\u00e4ss\u00e4 ty\u00f6ss\u00e4 tutkittiin sit\u00e4, mit\u00e4 tulisi huomioida onnistuneessa br\u00e4ndin sis\u00e4isess\u00e4 implementoinnissa k\u00e4ytt\u00e4en interdisiplin\u00e4\u00e4rist\u00e4 l\u00e4hestymistapaa. Br\u00e4ndin implementoinnin onnistumiseen vaikuttavia syit\u00e4\r\npyrit\u00e4\u00e4n l\u00f6yt\u00e4m\u00e4\u00e4n niin br\u00e4ndin m\u00e4\u00e4rittely \u2013 kuin sen k\u00e4yt\u00e4nt\u00f6\u00f6npanovaiheista. Erityisesti tarkasteltiin br\u00e4ndiviestinn\u00e4n luonnetta ja merkityst\u00e4 br\u00e4ndin muutosprosessin osana.\r\nTutkimuksessa k\u00e4ytettiin laadullista tutkimusotetta t\u00e4ydennettyn\u00e4 m\u00e4\u00e4r\u00e4llisell\u00e4 esimerkill\u00e4 yrityksest\u00e4\r\nLandis+Gyr. Tutkimusstrategiana oli kyselytutkimus, jota t\u00e4ydennettiin tutkijan henkil\u00f6kohtaisten\r\ntunteiden kuvauksella personal experience -metodia k\u00e4ytt\u00e4en. Ty\u00f6n ensimm\u00e4isess\u00e4 vaiheessa luotiin\r\nbr\u00e4ndin implementoinnin viitekehys niin sanottu br\u00e4nditimantti, jota sovellettiin esimerkki-yrityksen\r\nbr\u00e4ndin muutoksen tarkasteluun. Br\u00e4nditimantin ulottuvuuksiksi m\u00e4\u00e4riteltiin br\u00e4ndi, br\u00e4ndi-identiteetti,\r\nmaine, imago, organisaation identiteetti ja kulttuuri/arvot. Ty\u00f6n toisessa vaiheessa kirjoitettiin yl\u00f6s\r\nhenkil\u00f6kohtaiset kokemukset. Kolmannessa vaiheessa tarkasteltiin esimerkkiyrityksen br\u00e4ndin\r\nimplementointia kahden kyselytutkimuksen avulla. Ty\u00f6n nelj\u00e4nness\u00e4 vaiheessa kysely-tutkimuksen\r\ntuloksia analysoitiin sis\u00e4ll\u00f6n erittelyll\u00e4 ja tilastollisin menetelmin.\r\nTulokset osoittivat, ett\u00e4 br\u00e4ndin muutos esimerkkiyrityksess\u00e4 oli onnistunut kohtuullisen hyvin.\r\nRiitt\u00e4v\u00e4ll\u00e4 ja oikea-aikaisella br\u00e4ndiviestinn\u00e4ll\u00e4 oli merkitt\u00e4v\u00e4 vaikutus implementoinnin onnistumiseen.\r\nLis\u00e4ty\u00f6t\u00e4 vaadittaisiin br\u00e4ndin arvojen n\u00e4kyviksi tekemisess\u00e4 ja organisaation ty\u00f6skentelyn\r\nohjaamisessa tukemaan n\u00e4it\u00e4 arvoja. Ainutlaatuinen yrityskulttuuri on ainoa keino toimittaa br\u00e4ndin\r\nainutlaatuiset arvot yhdenmukaisesti kaikkialla. N\u00e4in ollen voidaan todeta, ett\u00e4 on t\u00e4rke\u00e4\u00e4 huomioida\r\nbr\u00e4nditimantin kaikki osat br\u00e4ndin m\u00e4\u00e4rittelyvaiheessa, jotta br\u00e4ndin implementointi ja br\u00e4ndilupauksen\r\ntoteuttaminen asiakkaille onnistuisivat mahdollisimman hyvin.", "language": null, "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Maria Karjalainen (annkarja) on 2010-01-30 13:01:08.648261. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2010-01-30T13:01:16Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201001301098.pdf: 1249409 bytes, checksum: 5b98b5db7e9b65803f742b04e4c1df10 (MD5)\r\nlicense.html: 5016 bytes, checksum: caa511820c09167c275d17c0d7a3190b (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2010-01-30T13:01:16Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201001301098.pdf: 1249409 bytes, checksum: 5b98b5db7e9b65803f742b04e4c1df10 (MD5)\r\nlicense.html: 5016 bytes, checksum: caa511820c09167c275d17c0d7a3190b (MD5)\r\n Previous issue date: 2009", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "90 sivua", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Br\u00e4ndin muutos - n\u00e4k\u00f6kulmia onnistuneeseen sis\u00e4iseen implementointiin", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201001301098", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Communication", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Yhteis\u00f6viestint\u00e4", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Organizational Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, 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"organisaatiokulttuuri", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yrityskulttuuri", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "maine", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "k\u00e4ytt\u00f6\u00f6notto", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "muutos", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", 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