The Brand Inside
The Factors of Failure and Success in Internal Branding
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Aligning brand understanding and commitment amongemployees with the external brand promise has becomethe new hype in modern management. But the theory hasas many subscribers as it has tales of failure. Inmany cases, marketing practitioners charged with thetask of turning employees into brand champions resortto those instruments they know best from theirproduct branding expertise. However, an employee''srelationship with a corporate brand is far morecomplex. Based on an extensive review of theliterature as well as on primary research across theretail and hospitality sectors in Ireland, this boo...
Aligning brand understanding and commitment among
employees with the external brand promise has become
the new hype in modern management. But the theory has
as many subscribers as it has tales of failure. In
many cases, marketing practitioners charged with the
task of turning employees into brand champions resort
to those instruments they know best from their
product branding expertise. However, an employee''s
relationship with a corporate brand is far more
complex. Based on an extensive review of the
literature as well as on primary research across the
retail and hospitality sectors in Ireland, this book
identifies 26 key factors of failure and success in
internal branding. The author, Kai Mahnert, proposes
a comprehensive definition and categorisation of
internal branding as an inter-departmental
communication effort and puts forward a consolidated
framework ("CIBF") for the conception, implementation
and evaluation of internal branding programmes. Thus,
this book is aimed at marketing and brand
practitioners seeking to organise their internal
branding, as well as scholars and researchers in
search of new impulses.
employees with the external brand promise has become
the new hype in modern management. But the theory has
as many subscribers as it has tales of failure. In
many cases, marketing practitioners charged with the
task of turning employees into brand champions resort
to those instruments they know best from their
product branding expertise. However, an employee''s
relationship with a corporate brand is far more
complex. Based on an extensive review of the
literature as well as on primary research across the
retail and hospitality sectors in Ireland, this book
identifies 26 key factors of failure and success in
internal branding. The author, Kai Mahnert, proposes
a comprehensive definition and categorisation of
internal branding as an inter-departmental
communication effort and puts forward a consolidated
framework ("CIBF") for the conception, implementation
and evaluation of internal branding programmes. Thus,
this book is aimed at marketing and brand
practitioners seeking to organise their internal
branding, as well as scholars and researchers in
search of new impulses.
