The Brand Inside

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.