1. Introduction
3
2. Key Question, Aim and Objectives
5
2.1. Key Question
5
2.2. Aim
5
2.3. Objectives
5
3. Methodology 3.1. Methodology Overview
6
3.2. Research methods
7
3.2.1 Literature Review
7
3.2.2 Case Studies
7
3.2.3 Experts Interview
8
4. Findings 4.1. Literature Review !
6
!
10 10
4.1.1 A need for change
10
4.1.2. Brand Culture
12
4.1.3. Internal Branding
12
4.1.4. Culture Change
13
4.1.5. The role of design
14
4.1.6. The brazilian challenge
15
4.2. Experts Interview
16
4.3. Case Studies
18
4.3.1. HSBC
18
4.3.2. Barclays
18
4.3.3. Asda
19
5. Discussion
20
5.1. Brazilian challenge
20
5.2. Brand Management
21
5.3. Design
23
6. Recommendations
25
7. Conclusion
28
8. References
29
8.1. Books, Journals and Papers
29
8.2. Webography
30
8.3. Interviews
31
2