Brand Management
Internal Brand Management to Build Stronger Brands and More Supportive Organizational Cultures

Article Details
Pub. Date : Sep, 2022
Product Name : The IUP Journal of Brand Management
Product Type : Article
Product Code : IJBRM020922
Author Name : Aditi Agrawal and Jessica Paulus
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 29



The paper analyzes and explores to what extent internal brand management can lead to stronger and more supportive organizational cultures. The research focuses on the value of employees in the organization, on internal branding processes and on the impact of internal brand management. Secondary research is used to create a framework of how internal branding processes can be conceptualized. The primary research, in the form of qualitative interviews, serves to explore how brand consultants experience the reality of internal branding. Both research forms aim to understand the underlying processes of value creation, in order to reveal the importance and relevance of internal brand management for organizations. As an exploratory study, this research utilized the Interpretivist Research Philosophy and a phenomenological research strategy. It incorporates the use of eight semi-structured in-depth interviews with branding experts in London and Amsterdam. Based on secondary and primary research, an internal branding framework was developed that pictures the complexity and relationships within internal branding processes. Internal branding is a complex and continuous process of value-creation that takes place between various internal stakeholders throughout the whole organization and aims at turning employees into brand ambassadors. A brand identity with a clear strategic direction builds the fundament of internal branding. Managers need to understand and implement strategic tools such as HR initiatives, internal brand communication, and brand-driven leadership in order to establish more supportive organizational cultures. The results of the study indicate that identity-driven internal brand management can lead to a stronger and more supportive organizational culture.


Contemporary organizations are challenged to constantly develop their products and services to keep up with changing markets and customer needs (Abbing, 2010). Businesses are asked to be proactive instead of reactive, to grow rather than maintain, and to master growth in a changing environment (Interbrand, 2017). As new dynamics emerge and instantaneously change the shape of businesses, organizations are challenged to harness and channel that change in new ways (Interbrand, 2017). To do so, they need to have a keen understanding of who they are, what they are good at and how that brings value to the customers (Abbing, 2010). They must find the sweet spot where their vision and capabilities meet customer needs and desires (Abbing, 2010). That sweet spot can be defined as their brand, representing the vision that drives sustainable and meaningful growth, from the inside out (Abbing, 2010).