Why Internal Branding Matters: The Case of Saab
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In this paper, the concept of internal branding is reviewed and its importance to the overall brand engagement is outlined, as is its relationship with the field of reputation management. The Brand Consultancy's internal branding methodology is introduced in theoretical terms, and then applied to a successful engagement with Saab Automobiles. Challenges, lessons, and broader implications are discussed.
Keywordsreputation image identity brand stakeholder communications intangibles philanthropy advertising positioning corporate branding e-communication
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