Integrating Internal Branding in Marketing Strategy

Slavova Milanka ()
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Slavova Milanka: Department of International Economics and Politics, University of National and World Economy Sofia, Bulgaria

Ovidius University Annals, Economic Sciences Series, 2013, vol. XIII, issue 1, 989-998

Abstract: Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Internal branding is an essential part of the marketing strategy and branding decisions as part of the company marketing mix. It ties outward brand promise with creating employees’ brand loyalty. External and internal brand correspondence strengthens the brand and increases customer satisfaction because employees are the most important brand ambassadors. The paper discusses the process of internal branding and its congruence with the brand equity development.

Keywords: internal branding; behavioral branding; brand understanding; brand loyalty (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xii:y:2012:i:1:p:989-998

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