Internal branding — relevance, management and challenges

Rico Piehler, Stephan Hanisch, Christoph Burmann

Research output: Contribution to journalArticlepeer-review


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 languageEnglish
Pages (from-to)52-60
Number of pages9
JournalMarketing Review St Gallen
Issue number1
Publication statusPublished - Mar 2015
Externally publishedYes


  • Transformational Leadership
  • Brand Commitment
  • Brand Management
  • Marketing Function
  • Brand Communication


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