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Published in: Marketing Review St. Gallen 1/2015

01-03-2015 | Schwerpunkt

Internal Branding — Relevance, Management and Challenges

Authors: Dr. Rico Piehler, Stephan Hanisch, Prof. Dr. Christoph Burmann

Published in: Marketing Review St. Gallen | Issue 1/2015

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Excerpt

In order to achieve consistency at all brand touchpoints in times of Web 2.0 and social media, companies need to transform their marketing function by extending their brand management to include internal branding. Several managerial tools of internal branding may be employed to achieve the desired outcomes. To implement an institutionalized internal branding, companies have to overcome up to five frequently observed challenges. …
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Metadata
Title
Internal Branding — Relevance, Management and Challenges
Authors
Dr. Rico Piehler
Stephan Hanisch
Prof. Dr. Christoph Burmann
Publication date
01-03-2015
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 1/2015
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-015-0506-8