Branding Inside Out

Internal Branding in Theory and Practice

Nicholas Ind, Nicholas Ind

• Verlag: Kogan Page
• Jahr: 2017
• ISBN:
  9780749478919
• Auflage: 1
• Thema: Negocios y empresa
• Thema: Marketing

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.

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

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