Branding in Trade Unions - case of Unionen

Sammanfattning: Trade Unions are finding it increasingly challenging to appeal to employees and all trade unions alike are encountering new challenges to attract and retain members. Additionally a more diversified and educated labor market is creating demands for trade unions to better meet individual needs. The purpose of this study was to explore and analyze the role of branding in Unionen, the largest white-collar trade union in Sweden, and how branding efforts help in attracting and retaining trade union members. The theoretical foundation of this thesis is based on theories related to corporate branding and relationship marketing. Furthermore, the study develops and introduces the concept of member branding in the context of trade unions. Unionen is embracing branding activities but due to the recent merger that the company has undergone branding efforts are still at an early stage. However, so far branding has started off well. Furthermore, the study shows that branding can have an important role in attracting and retaining members since strong brand helps the organization to obtain competitive advantage. In the case of Unionen its uniqueness lies in being close to the members as well in their individually oriented service offering that acts as a base for the brand. Therefore, the study illustrates that the brand functions as a relationship builder and meaning creating device. Finally, at this point of Unionen’s existence branding is also giving meaning internally and the brand then has a great opportunity to drive organizational culture.