Branding Inside Out
eBook - ePub

Branding Inside Out

Internal Branding in Theory and Practice

  1. English
  2. ePUB (mobile friendly)
  3. Available on iOS & Android
eBook - ePub

Branding Inside Out

Internal Branding in Theory and Practice

About this book

Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind. Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people. Online resources include supporting PowerPoint slides and case studies for each chapter.

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Yes, you can access Branding Inside Out by Nicholas Ind in PDF and/or ePUB format, as well as other popular books in Business & Business Development. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Kogan Page
Year
2017
Print ISBN
9780749478902
eBook ISBN
9780749478919
Edition
1
Topic
Business
Subtopic
Business Development
Index
Business

INDEX

active listening exercises 59
adhocracy 148, 149
adidas 8, 70, 71–72, 157–72
adidas Group 161
advertisements 102, 126, 167, 190–93
agencies 51
Ahrendts, Angela 24
alignment 9, 52, 67, 131, 162
analysis 17, 22, 41, 47, 125, 145
analytics 5–6, 131–32, 167–68, 172
anchoring gaps 99, 100
Apple 33, 135
artefacts 17
Auro 112
authenticity 36–37, 60, 67, 76, 97, 104, 166
b-to-b/ b-to-c communications 102
Bailey, Christopher 24
Barnes & Noble 148
Barrett Values Centre survey 54, 58
BCB (brand citizenship behaviour) 75, 175–78, 181, 194
behaviour 17, 19, 23, 26, 28, 96–97, 99–100, 101–03, 132, 180
brand citizenship 75, 175–78, 181, 194
brand-strengthening 34–35, 40
brand-supportive 34, 37, 40
behaviourist learning theories 20
benchmarking 144–45
best practice 61, 100–02, 109
blank brands 136–37, 144
blogs 4, 15, 97
Bond Dickinso...

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Contents
  5. List of Figures
  6. About the editor
  7. About the contributors
  8. 01 The changing world of internal branding
  9. 02 Living brand orientation: how a brand-oriented culture supports employees to live the brand
  10. 03 Unleashing the internal fan community through brand-oriented leadership
  11. 04 Bond Dickinson: Leading by example
  12. 05 Internal branding: A roadmap to brand value co-creation
  13. 06 Transforming brand and culture at NN Group
  14. 07 ‘Living the CSR brand’: Model, best practices and recommendations
  15. 08 Participation builds the brand: VSO’s people brand
  16. 09 Living brands: the characteristics of living brand companies
  17. 10 How adidas attracts and retains talent
  18. 11 Internal brand management: employees as a target group for brand management
  19. Index
  20. Backcover