Nea Backström's master’s thesis awarded
The association granted Nea Backstöm the award for her thesis How do family-owned companies exhibit their familiness in brand communication? : A content analysis study of corporate websites
Growing up around a family-owned business Backström wanted to explore how other family-owned businesses integrate their familiness into their brand communication and what it looks like when they communicate not just their products or services, but their values, and their legacy.
“My thesis is a deep dive into this question, through a content analysis of corporate websites. It's not just about family logos or taglines, but how a family’s story and values can become an integral part of their brand identity”, Backström explains.
You can read the full thesis here:
Photo: Krista Luoma