Internal branding — relevance, management and challenges

Rico Piehler; Stephan Hanisch; Christoph Burmann

doi:10.1007/s11621-015-0506-8

Internal branding — relevance, management and challenges

Rico Piehler, Stephan Hanisch, Christoph Burmann

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Pages (from-to)	52-60
Number of pages	9
Journal	Marketing Review St Gallen
Volume	32
Issue number	1
DOIs	https://doi.org/10.1007/s11621-015-0506-8
Publication status	Published - Mar 2015
Externally published	Yes

Keywords

Transformational Leadership
Brand Commitment
Brand Management
Marketing Function
Brand Communication

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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 ofinternal 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.",

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KW - Brand Commitment

KW - Brand Management

KW - Marketing Function

KW - Brand Communication

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