Abstract
In order to achieve consistency at all brand touchpoints in times of Web 2.0 and social media, companies need to transform their marketing function by extending their brand management to include internal branding. Several managerial tools of
internal branding may be employed to achieve the desired outcomes. To implement an institutionalized internal branding, companies have to overcome up to five frequently observed challenges.
internal branding may be employed to achieve the desired outcomes. To implement an institutionalized internal branding, companies have to overcome up to five frequently observed challenges.
Original language | English |
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Pages (from-to) | 52-60 |
Number of pages | 9 |
Journal | Marketing Review St Gallen |
Volume | 32 |
Issue number | 1 |
DOIs | |
Publication status | Published - Mar 2015 |
Externally published | Yes |
Keywords
- Transformational Leadership
- Brand Commitment
- Brand Management
- Marketing Function
- Brand Communication