Varumärket som ledarskap? En kvalitativ fallstudie av varumärket som ledande funktion i en organisation

Abstract

The purpose of this essay is to investigate whether the brand of an organization can have the function of leadership and in that case, examine how such a function take place. Through an appropriate selection, we got contact with a company which provides a yoga studio where the main yoga form is bikramyoga. We conducted eight semistructured interviews with respondents consisting of the founder and business manager of the studio, yoga instructors and receptionists. The transcribed material is thematized based on the purpose and research questions and analyzed based on theories of leadership, brands, motivation, cohesion, commitment, aim and meaning. Results showed that the brand had influences which can be linked to leading functions, something that was clarified, inter alia, by the fact that our respondents explained how they gain inspiration and an attitude in their actions owing to the brand of the organization. Conclusions from this study are showing that a brand that is made distinct and accessible to employees within an organization can be an effective and functional complement to leadership if there is a strong passion, idea or ideology that rests within the message and concept that the brand is offering. In addition, a brand can also assist in creating value and goals as well as form an identity by providing a clear concept and contributing to a strong purpose.