Branding Inside Out (eBook, ePUB)

Internal Branding in Theory and Practice
Redaktion: Ind, Nicholas

• Format: ePub

Produktbeschreibung

Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind.

Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people.

Online resources include supporting PowerPoint slides and case studies for each chapter.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 224
• Erscheinungstermin: 3. Oktober 2017
• Englisch
• ISBN-13: 9780749478919
• Artikelnr.: 49271069

Autorenporträt

Nicholas Ind is an associate professor at Kristiania University College, Oslo, and a partner in Equilibrium Consulting. He is a former director of the Design Business Association (UK), a member of the editorial board of the Journal of Brand Management. He was a founding member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together (all published by Kogan Page). He also co-edited Brands with a Conscience.

Inhaltsangabe

Chapter
01: The Changing World of Internal Branding [Nicholas Ind]; Chapter
02: Living Brand Orientation: How a Brand
Oriented Culture Supports Employees to Live the Brand [Holger J Schmidt]; Chapter
03: Unleashing the Internal Fan Community through Brand
Oriented Leadership [Felicitas Morhart]; Chapter
04: Bond Dickinson: Leading by Example [Erika Uffindell]; Chapter
05: Internal Branding: A Roadmap to Brand Value Co
Creation [Fathima Saleem and Oriol Inglesias]; Chapter
06: Transforming Brand and Culture at NN Group [Marije Scholma, Remco Barbier and Chris Kersbergen]; Chapter
07: 'Living the CSR Brand': Model, Best Practices and Recommendations [Carsten Baumgarth]; Chapter
08: Participation Builds the Brands: VSO's People Brand [Nick Pullan and Hannah Gilman]; Chapter
09: Living Brands: The Characteristics of Living Brand Companies [Rik Riezebos]; Chapter
10: How adidas Attracts and Retains Talent [Steve Fogarty]; Chapter
11: Internal Brand Management: Employees as a Target Group for Brand Management [Christoph Burmann and Rico Piehler]