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Integrating Internal Branding in Marketing Strategy

Author

Listed:
  • Slavova Milanka

    (Department of International Economics and Politics, University of National and World Economy Sofia, Bulgaria)

Abstract

Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Internal branding is an essential part of the marketing strategy and branding decisions as part of the company marketing mix. It ties outward brand promise with creating employees’ brand loyalty. External and internal brand correspondence strengthens the brand and increases customer satisfaction because employees are the most important brand ambassadors. The paper discusses the process of internal branding and its congruence with the brand equity development.

Suggested Citation

  • Slavova Milanka, 2013. "Integrating Internal Branding in Marketing Strategy," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 989-998, May.
    • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:1:p:989-998
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    More about this item

    Keywords

    internal branding; behavioral branding; brand understanding; brand loyalty;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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