Engaging employees using the power of the brand to create an internal transformation strategy: The story of one global Telefónica family

Amanda Clay

Journal of Brand Strategy, 2017, vol. 6, issue 2, 126-138

Abstract: Telefónica brought O2 in 2006. This is the story of how Telefónica used digital media to establish one Telefónica family, and in the process created one of the largest internal brand engagement programmes in Europe. Telefónica wanted their people to feel like one global family, and that meant bringing them together under one employee brand. In Europe, ‘O2 people’ would become ‘Telefónica people’. The challenge was bringing together five countries passionate about O2 and creating one culture, proud of Telefónica.

Keywords: brand; employee engagement; brand management; brand engagement; internal communications; culture (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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