The Corporate Brand Values: Case of Nordea Bank Finland Plc
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
In certain industries, such as finance, mergers happen frequently. The cross-boarder merger of four Nordic banks that took place in 2000 into Nordea is one such example. As a result of the merger, the local brands of the four banks were subsumed under a single corporate brand of the Nordea Group. The Nordea brand represents the values, culture, and goals of the Group. In particular, the changes in the corporate brand resulting from the transition from Merita Bank Ltd to Nordea Bank Finland Plc are looked at in this thesis.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-4084OAI: oai:DiVA.org:su-4084DiVA: diva2:193509