Internal Branding
- Topics:
- Brand Management
- Source:
- Acer Exchange
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Overview: Internal Branding is a relatively new and rapidly emerging field of interest. More and more case studies are emerging in the field. More and more conferences are being built around the theme. Internal Branding shows great promise for achieving strategy implementation, alignment throughout an organization, and even a basis for effective empowerment of all employees. There are several examples of how companies have used Internal Branding to deliver unique and valued propositions to the market. Some of these have necessitated very fundamental changes in their operations and organizations. This paper will describe views on Internal Branding: what it is, what it is not, and how to do it successfully, based on our experience with clients in both product and service industries. Corporate or product branding and its impact and benefits with customers, prospects, investors, employees/recruits, and others cannot be fully realized without effective Internal Branding.
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Format: PDF | Size: 87KB | Date: Jan 2002 | Pages: 8
