Digital företagsidentitet : En studie om corporate identitys relation till företagswebbplatser

Sammanfattning: This study aims to examine corporate identity’s relation to corporate websites. Corporate identity is a contextual concept with different definitions depending on the situation and who you ask. In this study corporate identity is defined as the corporate’s comprehensive identity of visual communication, corporate personality, values and the public opinion of the company. The study also deals with relating subjects such as corporate image, CSR and digital information architecture. In this study three companies’ websites are analyzed (Apple, IKEA and The Coca-Cola Company). The analysis was done through two methods, a qualitative content analysis and a combined qualitative- and quantitative survey. The study concludes that corporate identity is primarily identified through campaigns, products and web design, but also visible, and mainly examined, through the corporate values.