Integrating Internal Branding in Marketing Strategy
Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Internal branding is an essential part of the marketing strategy and branding decisions as part of the company marketing mix. It ties outward brand promise with creating employees’ brand loyalty. External and internal brand correspondence strengthens the brand and increases customer satisfaction because employees are the most important brand ambassadors. The paper discusses the process of internal branding and its congruence with the brand equity development.
Year of publication: |
2013
|
---|---|
Authors: | Milanka, Slavova |
Published in: |
Ovidius University Annals, Economic Sciences Series. - Facultatea de Ştiinţe Economice, ISSN 1582-9383. - Vol. XIII.2013, 1, p. 989-998
|
Publisher: |
Facultatea de Ştiinţe Economice |
Subject: | internal branding | behavioral branding | brand understanding | brand loyalty |
Saved in:
freely available
Saved in favorites
Similar items by subject
-
Afshardoost, Mona, (2023)
-
Brand Commitment als Katalysator
Themann, Christian, (2017)
-
Kunle, Ladipo Patrick, (2020)
- More ...