Internal Branding
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Internal Branding
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Author : Jerome Joseph
language : en
Publisher:
Release Date : 2019-03-14
Internal Branding written by Jerome Joseph and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-14 with Education categories.
Today Internal Branding has become one of the most important aspects of an organisation's branding strategy and their quest for competitive differentiation. An organisation which is not aligned on the inside often fails to deliver their brand consistently to their external stakeholders. The biggest mistake organizations make is to invest in external branding without focusing from within, leaving your employees unaligned, disorientated and disconnected from your brand. Until everyone from your CEO to your intern can accurately and consistently articulate your brand's promise, how do you expect your customers to?The best brand growth strategies start from within!Foster a culture of brand building where every employee not just understands their brand promise but believes in it and knows how to deliver on it consistently. This book will present you steps on how to Grow your Brand from Within using our 6-Step Internal Brand Strategy Action Plan. You will learn how to impact your internal audience with the right strategies so that you can build a living, breathing force that will promote your brand better than any other marketing campaign.The book will also feature over 20 case studies from world-class brands such as Southwest, Disney, Ritz-Carlton and Zappos. Get ready to build World Class Internal Branding Strategies to Grow your brand, Nurture Employee Engagement, Build Loyalty and Impact your Bottom Line.
Branding Inside Out
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Author : Nicholas Ind
language : en
Publisher: Kogan Page Publishers
Release Date : 2017-10-03
Branding Inside Out written by Nicholas Ind and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-03 with Business & Economics categories.
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.
Create A Brand That Inspires
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Author : F. Joseph LePla
language : en
Publisher: AuthorHouse
Release Date : 2012-05-04
Create A Brand That Inspires written by F. Joseph LePla and has been published by AuthorHouse this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-04 with Business & Economics categories.
It takes strength to compete. Becoming a well-known and well-regarded brand enhances a companys strength. Internal brandingespecially in service industriesis essential for longevity, great competitive strength, and high financial value. Driven by a shared, authentic corporate culture and guided by top management, employees will build brand value in all their actions and interactions every day. Create a Brand That Inspires: How to Sell, Organize, and Sustain Internal Branding effectively addresses three core brand management challenges in readers organizations: selling the brand to senior management, organizing the brand on all management levels, and living the brand within each of the companys internal communities. The book includes sixteen international case studies complete with pictures, interviews and examples from a wide range of industries. The long-term, hands-on experience of the co-authors and their unique perspectives on how to successfully develop and manage internal branding make this study a rewarding read for executives, managers and team leaders.
Internal Brand Management In An International Context
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Author : Christina Ravens
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-10-29
Internal Brand Management In An International Context written by Christina Ravens and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-29 with Business & Economics categories.
Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand’s identity, so called brand citizenship behavior. Organizations have access to various internal branding instruments that support commitment structures but multinational corporations are challenged by a diverse workforce environment. The study analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further analyzes the impact of an individual’s cultural values on brand commitment which is an antecedent to brand citizenship behavior.
Internal Branding
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Author : Nina MacLaverty
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2015-01-28
Internal Branding written by Nina MacLaverty and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-01-28 with Organizational effectiveness categories.
What is Internal Branding - a How-To Guide about? -Companies which have a strong internal brand are more profitable and successful -This workbook is a practical, concise "how-to" for Internal Branding. It will appeal to all levels of employees, from the most senior officers down -Employees are crucial in delivering the required customer experience which is dependent on the effectiveness of the internal branding programme -An Internal Branding program literally acts as the bridge between business strategy and implementation.
Get Aligned
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Author : Jerome Joseph
language : en
Publisher: Independently Published
Release Date : 2018-10-31
Get Aligned written by Jerome Joseph and has been published by Independently Published this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-31 with Business & Economics categories.
In this book, Brand Coach, Brand Strategist and bestselling author of Internal Branding: Growing your Brand from Within, Jerome Joseph explores the potential of internal branding and provides effective and achievable principles in building your organisation's internal branding. Candid, concise, entertaining and informative, "10 Principles to Grow your Internal Brand" provides essential and relevant principles that will help you:1. Understand the importance of aligning actions with your brand promise2. Develop a plan of action for strengthening your brand through execution3. Use your brand to create meaningful and valued relationships4. Make branding every employee's responsibilityThis book really serves a few purposes:1. It is meant to stress the importance of internal branding in an organisation2. It is meant to give you tips to build your brand from within3. Lastly, it is meant to serve as an inspiration for you to take a personal stance on implementing and aligning your organisation's brand with the employees of your organisationRemember if you want a great brand on the outside, start by looking from within. Employees are the most important assets a company can leverage on to transform itself in the market and establish a stronger brand connection with its customers.
The Impact Of Branding And Its Role In The Process Of Marketing
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Author : Manal Adel Arafat Dandis
language : en
Publisher: Lulu.com
Release Date :
The Impact Of Branding And Its Role In The Process Of Marketing written by Manal Adel Arafat Dandis and has been published by Lulu.com this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Internal Marketing
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Author : Tatsuya Kimura
language : en
Publisher: Routledge
Release Date : 2017-04-21
Internal Marketing written by Tatsuya Kimura and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-21 with Business & Economics categories.
Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers – an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that organizational divisions are aligned in the marketing strategies, so that the resultant external marketing is effective and not impeded by internal shortcomings. This book provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a company’s internal resources. Putting forward a guiding principle for business practices by considering such questions from a multilateral perspective, this book is a must-read for practitioners and academics alike.
Business To Business Brand Management
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Author : Mark S. Glynn
language : en
Publisher: Emerald Group Publishing
Release Date : 2009-06-19
Business To Business Brand Management written by Mark S. Glynn and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-06-19 with Business & Economics categories.
Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.
Internal Marketing
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Author : David M. Brown
language : en
Publisher: Routledge
Release Date : 2020-10-29
Internal Marketing written by David M. Brown and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-29 with Business & Economics categories.
This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists and areas in which new perspectives may enrich our understanding of this crucial subject. Internal marketing is the use of traditional strategies by organisations to market themselves to their employees. Presented in bite-sized sections, each of which dissects the most important themes and concepts underpinning the subject, this book explains how subsidiary areas of study have emerged and suggests how the introduction of concepts and perspectives from channel management literature can help analyse the dyadic encounters in which internal marketing takes place. Brown critically extends the scope of internal marketing theory yet further by presenting and analysing new interview transcripts to suggest that internal demarketing – an organisation making itself less attractive to its employees – may sometimes be undertaken intentionally. Internationally applicable and highly accessible, Internal Marketing is perfect for students, teachers, and researchers with an interest not only in internal marketing, but also in employer relations, internal branding, employer branding, and internal communications. It uses clear language and gradually introduces the reader to more sophisticated theoretical concepts step by step, with a uniquely focused, critical, and comprehensive thematic coverage of internal marketing and its extensive theoretical outputs.