Rebranding of the Corporate Magazine: Managerial and Communication Technologies

The subject of this Master’s thesis is relevant due to the fact that nowadays almost every major company has a corporate publication serving as a communication channel between its management and employees. Due to various external and external factors - mergers and acquisitions of corporations, changes in corporate identity, etc. – editors of corporate magazines are often confronted with the need to change their format and in this case rebranding is a solution. This master's thesis is devoted to the research of the rebranding process of a corporate publication on the example of the magazine “Vedomosti Bosch”. As part of the work, the experts' opinion on rebranding of the corporate publication was reviewed, the attitude of the readers towards the rebranded journal was determined, and the concept of "managerial and communicative technologies" of rebranding was studied. The main purpose of the Master's thesis is composing recommendations regarding rebranding of the corporate publication. To answer the research question, in-depth interviews with experts (editors of Bosch corporate newspapers and magazines published abroad) were conducted. Moreover, a number of interviews with the magazine's readers and two focus groups were conducted. The main outcome of the study are recommendations regarding rebranding of the corporate publication, which can be used by internal communications practitioners. Structure: introduction, two chapters, conclusion, bibliography and appendices. Number of pages: 85 (without appendices).