The purpose of this study is to introduce the concept of internal branding, define it and discuss its relevance. The objective is (1) to put together the reasons why internal branding is indispensable and explain them systematically, (2) to introduce a critical perspective regarding the implementation process that internal branding entails, and (3) to check if the theory is reflected on to the empirics within this context…
I. Introduction: Why Internal Branding?
II. What is Internal Branding?
III. Relevance of Internal Brand Management
V. Case Analysis
VI. Limitations, Suggestions for Further Research and Conclusion
Source: Stockholm School of Economics