Huset-KBH som brand og dets branding: En analyse af organisationsidentitet og markedsføring på de sociale medier i Danmarks største kulturhus

Jesper Emil Jørgensen

Student thesis: Master thesis

Abstract

During the recent years, branding has become an increasing method for organizations to promote their products and/or the organization itself. However, in order to achieve a strong brand as an organization, the demand for coherency between the identity of the organization and its marketing is one of the key, if not the most important, parts in such processes. In central Copenhagen, is Denmark’s eldest and biggest culture house located, namely Huset-KBH (Huset). With around 4500 m2, the institution contains five different cultural activities within music, theater, spoken words, movies and furthermore features a café and a restaurant. Many of these activities are managed by external associations and some of them are managed by Huset itself. This results in a very complexed and differentiated organization, which can be viewed as consisting of individual subbrands, with one masterbrand that unites all of these subbrands through a common set of values and identity. To promote and market Huset as a brand, one of their most prominent marketing channels is the social media. With the fundamental assumption, that a strong brand is created through the coherence between an organizations identity and marketing, this perspective becomes interesting within Huset, as its organization is so complex. This thesis examines this perspective, by analyzing the interaction between the identity and marketing involved in Huset, via a discourse analysis and a theoretical framework, within branding and marketing in the social media domain. The identity is examined as the identity that appears through the interaction between the masterbrand and three of the represented stages within Huset, while the marketing is focused to the social media. The key findings are that the identity of Huset is mainly constituted, by their characteristics as a very social place with a diverse cultural and creative focus. This is also the two most dominant discourses within their marketing, which concludes that Husets brand is in coherence with their branding. However, this is not in the best possible manner, as two other discourses with focus to Huset as a cultural frontrunner and a local culture house with strong ties to Copenhagen City, to a certain degree is detected in their marketing, but not in their identity. Thus, the thesis’ recommendation for Huset is to reflect on how these two aspects can or should, be implemented in their identity, in order to strengthen Huset brand in the future.

EducationsMSc in Organisational Communication, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2015
Number of pages89