Branding Inside Out
Internal Branding in Theory and Practice
Format:Paperback
Publisher:Kogan Page Ltd
Published:3rd Oct '17
Currently unavailable, and unfortunately no date known when it will be back
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.
"Nicholas Ind and his colleagues have it exactly right when they show that great brands are sown and cultivated rather than manufactured. The next step is to make the best possible use of these insights: to let the human impulse to learn, co-operate, and live out our deepest values help create thriving businesses that address rather than worsen the world's most challenging problems." * Vincent Stanley, Director of Patagonia Philosophy, United States *
"Bridging theory and practice, the writers of Branding Inside Out prove the vital role that employees play in building brands. This insightful book demonstrates that it is employees who create powerful experiences for customers and thus build strong brand value." * Professor Bernd Schmitt, Columbia University, New York *
"Ind presents an imperative for internal branding as much more than clever communication. The book, through collaborators and exemplar cases, compellingly demonstrates that values, culture and engagement can empower employees to continuously recharge their brand passion and live the brand to create and co-create value for and with customers." * Bill Merrilees, Professor of Marketing, Griffith Business School, Australia *
ISBN: 9780749478902
Dimensions: 235mm x 158mm x 12mm
Weight: 345g
224 pages