Branding Inside Out: Internal Branding in Theory and Practice (Paperback) (ISBN-13: 9780749478902)

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.

Author: David Horner
ISBN-10: 074947890X
ISBN-13: 9780749478902
Publisher: Kogan Page
Language: English
Published: 10/31/2017
Pages: 224
Format: Paperback
Weight: 0.70lbs
Size: 9.21h x 6.14w x 0.47d