Advertisement

Corporate Reputation Review

, Volume 5, Issue 2–3, pp 133–142 | Cite as

Why Internal Branding Matters: The Case of Saab

  • A Bergstrom
  • D Blumenthal
  • S Crothers
Paper

Abstract

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.

Keywords

reputation image identity brand stakeholder communications intangibles philanthropy advertising positioning corporate branding e-communication 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Palgrave Macmillan 2002

Authors and Affiliations

  • A Bergstrom
    • 1
  • D Blumenthal
    • 1
  • S Crothers
    • 2
  1. 1.Institute for Brand Leadership
  2. 2.Independent Strategic Brand Consultant

Personalised recommendations