دانلود رایگان مقاله انگلیسی برند داخلی - ارتباط، مدیریت و چالش - اشپرینگر 2015

Challenges of Internal Branding: Facets of Marketing Transformation

Despite its relevance, many companies still do not have an institutionalized internal branding. But without a strategic effort with defined objectives, which can be measured and controlled, and without objective-oriented strategies and tools the potential of internal branding cannot be realized. The lack of internal branding implementation in practice results from the fact that companies have to overcome five challenges. These challenges are hypothesized based on experience regarding the application of the internal branding concept in research and consulting projects at the Chair of Innovative Brand Management (University of Bremen, Germany) in more than 25 companies with more than 160 qualitative in-depth interviews of management-level employees and with quantitative online surveys of more than 8,000 employees over the past decade.

The first challenge is related to the short-term focus of management. Management is often bound by stock market expectations of quarterly figures and fast results. In contrast, internal branding is a mid-term to long-term effort because it involves a change of employee understanding, attitude, and behavior as well as a change of structures and processes. Therefore, in some cases internal branding is not applied as a management concept because it does not boost short-term performance. Consequently, the first facet of marketing transformation is related to a change of management focus to a mid- and long-term perspective.