The Brand Inside

Aligning brand understanding and commitment among employees with the external brand promise is considered a key element of any successful branding strategy. However, 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, ignoring the complexity of the employee-brand relationship. Based on an extensive review of the literature as well as on primary research in the retail and hospitality sectors in Ireland, this book identifies 26 key factors of failure and success in internal branding. The author 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. Considered a comprehensive introduction to the field of internal branding, "The Brand Inside" has become a valued resource for researchers and practitioners alike since its first publication in 2009.

Autorentext

Kai Mahnert, previously a fellow of the NUI Faculty of Commerce in Galway, Ireland, founded Mahnert Beratung in Essen, Germany in March 2010. With a focus on internal communication and change management he also supports international consulting firms as senior expert. He is a member of several societies, including Mensa International.