The Brand Inside: The Factors of Failure and Success in Internal Branding - Special Issue on Irish Perspectives on Marketing Relationships and Networks
Mahnert, Kai F.
Torres, Ann M.
MetadataShow full item record
This item's downloads: 5439 (view details)
Mahnert, Kai, F and Torres, Ann M (2007) 'The Brand Inside: The Factors of Failure and Success in Internal Branding - Special Issue on Irish Perspectives on Marketing Relationships and Networks'. Irish Marketing Review, 19 (1 & 2):54-63.
Internal branding seeks to achieve consistency with the external brand and encourage brand commitment and the possibility of brand championship among employees. It is the concerted, inter-departmental and multi-directional internal communications effort carried out in order to create and maintain an internal brand. Thus, internal branding can be identified as a specific tool and placed in the wider context of internal marketing. Based on an extensive study of relevant literature and previous studies, this article identifies 25 key factors or variables of failure and success in internal branding. These are grouped under seven headings of organisation, information, management, communication, strategy, staff and education. Integrating these dimensions with a number of extant models of brand development, the authors propose a consolidated internal branding framework (CIBF) to plan, execute and evaluate an internal branding programme. It is hoped that this conceptual framework contains both insights of value to scholars and practical recommendation to manager.
This item is available under the Attribution-NonCommercial-NoDerivs 3.0 Ireland. No item may be reproduced for commercial purposes. Please refer to the publisher's URL where this is made available, or to notes contained in the item itself. Other terms may apply.
The following license files are associated with this item:
Showing items related by title, author, creator and subject.
Club 2.0: Investigating the social media marketing strategies of nightclubs in the midlands and west of Ireland Nevin, Frieda; Torres, Ann M. (Irish Academy of Management, 2012-10)Social media is already an established feature in the marketing strategies of large global brands. This study explores how the social media success stories of large global brands may be emulated on a smaller scale by ...
Entrepreneurial networking and the development of marketing capabilities in SMEs. A study of Irish entrepreneurs Gliga, Gabriela Maria (2016-09-16)It is widely accepted across the marketing, entrepreneurship and strategic management literatures that relationships and networks are instrumental for the growth and performance of SMEs. In particular, in the entrepreneurial ...
A Social Marketing Partnership Framework: An Extension of Morgan and Hunt¿s (1994) Commitment - Trust Key Mediating Variable Model Duane, Sinead (2012-09-19)The type of transformational change needed to address the complex and wicked issues that permeate today's society cannot be facilitated without the adoption of multi-sectoral social marketing partnerships. This research, ...