The focus of this thesis is to examine how a professional brand as a healthcare profession, responds to graduate unemployment in their professional field. Graduate unemployment is a societal problem and in some professions, the rates of unemployment are higher than in other professions. Responding to this problem can be institutional or come from the specific professional field itself. This thesis will focus on an empirical study in the field of Psychomotor Therapy and discuss how the different informants as professional therapists, students, graduates, lecturers or organizations respond to graduate unemployment through the development of different brand dimensions. The professional field is influenced by public sector circumstances, such as political governance and attending to the needs and interests of the public. By using an integrative framework of several brand dimensions this research explores how multiple identities, values, and norms are expressed in developing the brand dimensions. Further, public sector circumstances influence the professional field where challenges such as the expression of a coherent and consistent brand identity, managing similarity and difference simultaneously and the political game of branding influence the development of a strong brand.
The theoretical foundation for this thesis is based on a Corporate Branding Tool- Kit where cultural and strategic brand dimensions are defined and give a perspective on what constitutes a strong brand. The theoretical perspectives include some critical views on existing branding theory. The perspectives will discuss how the development of a brand in the public sector is challenged by underlying ideals in branding theory, such as consistency, coherence, similarity, difference and branding as a political game.
The methodology of this thesis is based on collecting qualitative data in the professional field of Psychomotor Therapy, including websites, online documents, reports, and articulations of law.
Conclusively this thesis finds that a cultural brand dimension is developed, on a heterogeneous professional culture, and a strategic brand dimension is developed with several goals and visions for the professional brand identities. The dimensions are developed as a response to graduate unemployment, where many answers as to who the field of Psychomotor Therapy is and in what direction the professional brand should be heading. Yet, public sector circumstances influence this development of a strong professional brand, and challenges the professional field in communicating a coherent and consistent professional brand identity.
|Educations||Cand.ling.merc Erhvervssprog og International Erhvervskommunikation (Multikulturel Kommunikation i Organisationer), (Graduate Programme) Final Thesis|
|Number of pages||97|