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.

Autorentext
Kai Mahnert (MBS in Marketing) is a brand consultant at Deekeling Arndt Advisors in Communications GmbH. He has previously worked as a marketing consultant in Ireland and was a research fellow in the Faculty of Commerce at NUI, Galway. His work is focused on corporate, internal and employer branding, brand architecture and naming processes.

Klappentext
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.