Internal Branding Implementation: Developing a Conceptual Model
基于定性研究，提出了内部品牌建设实施的概念模型，发现该过程需要内部营销与人力资源管理的协调，能提升员工品牌知识并激励其向顾客传递品牌形象。
Internal branding is the process, which enables balanced view of the brand at all company levels. Its significance is aligning values and behaviors of employees with brand values and brand promises. In the article, we focus mainly on its implementation, which requires coordination of different functions in the company, for instance, internal marketing and human resource management. Based on findings of qualitative research, we present a conceptual model of internal branding implementation. Results show that internal branding increases employees’ knowledge about the brand, which motivates them to project brand image to customers. The research also revealed that implementation of internal branding requires coordination between internal marketing and human resource management. Importance of internal branding is expanding because the process is focusing on resources that enable a company to achieve competitive advantages and higher performance.