Sparebank 1's Position in the Market in terms of their Corporate Brand

Hilde Stafsnes Osland & Silje Røise

Student thesis: Master thesis


This case study provides an analysis of external and internal perceptions of Sparebank 1 in the Norwegian Financial Market. The aim was to understand the strength of Sparebank 1’s corporate brand, and how this, in turn, affects the bank’s position in the market by taking the philosophical stance of interpretivism. Seven internal interviews were conducted and summarized into what the employees of Sparebank 1 perceive as the strengths and weaknesses of the bank. Moreover, a survey among Norwegian people familiar with Sparebank 1 was conducted, in addition to four external interviews in order to obtain an understanding of how the stakeholders perceive the bank. After discovering severe differences in these perceptions, an analysis of the corporate brand in terms of the Vision, Culture, and Image Alignment Model (VCI), was conducted. Furthermore, the brand was also analyzed through the Organizational Identity Dynamics Model, which directly influences the alignments between a company’s vision, culture, and image. The misalignment between Image-Culture and Vision-Image was concluded to be weakening the corporate brand and thus, the company’s position in the market. Moreover, Sparebank 1’s strengths perceived by the employees is something in which stakeholders expect and want from the financial market but are perceived as Sparebank 1’s weaknesses. Furthermore, this is believed to be the main reason for Sparebank 1 being less attractive to stakeholders and answering the research question; “How can misalignments between various types of images affect Sparebank 1’s position in the market?”. Moreover, the findings indicated that in order to analyze and evaluate a company’s corporate brand, one more aspect needed to be taken into consideration. This aspect is the stakeholders’ expectations to players in the market.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
Publication date2019
Number of pages173
SupervisorsVirginie Svenningsen