The corporate identity and corporate image of KLM: A Gap Analysis
Milou van Bruggen
Broschiertes Buch

The corporate identity and corporate image of KLM: A Gap Analysis

A case study towards KLM to reveal their corporate identity and corporate image following a gap analysis

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It is vital for an organization to brand itself in the best way since the reputation of an organization will determine its success to a great extent. A case study towards KLM is conducted to reveal the corporate identity and corporate image: the possible gaps are determined with the gap analysis framework of Van der Grinten (2010). To determine the corporate identity, the management (desired identity) and the employees (actual identity) of KLM were interviewed. Also, KLM's website and Facebook (online identity) were analyzed. To determine the corporate image customers (online image) of KLM wer...