This thesis aims to give an insight into the different aspects of internal brand management and its impacts on employer branding and organizational behavior.
In particular it will focus on the internal effects a company brand has on the relationship between the employer and employee as well as on the organization as a whole.
Since the traditional approach of numerous researches has been to focus on the external environment and the effects of a brand name on the customer, this thesis emphasizes on the impact a company brand has on its employees. The concept of internal brand management has existed for quite some time but it seems to have been forgotten or disregarded in the mid- and long-term plans of the majority of companies. The importance of getting across the brand message not only to the customer but also to the people who ‘live out’ and deliver the brand and its values, such as the employees, plays a vital role in the overall performance of any company and its ability to meet long term goals.
The brand of a company has developed itself from being a mere external
marketing function to becoming an important internal organizational driver. Its increasing importance in establishing the identity and personality of a company has impacted its way of presenting itself within the labor force market and has established the term employer branding. Apart from being able to position itself in the minds of potential employees, the brand also influences the ways in which employees act within the organization. These influences can be seen in various fields such as organizational culture, social systems, organizational development and the general quality of work life.
The author believes that by putting a stronger emphasis on the internal market and by effectively communicating the values and beliefs of the brand to the employees, a company can positively influence its market position, its organizational behavior and finally its commercial effectiveness.
Table of Contents
1. Introduction
1.1 Background of Branding and Brand Management
1.2 Internal Brand Management
1.3 Organizational Behavior
1.4 Employer Branding
1.5 Thesis Framework
1.6 Research Statement and Questions
1.7 Focus and Purpose
1.8 General Outline
2. Methodology
2.1 Research Method / Data Collection
2.1.1 Qualitative Research – Exploratory approach
2.1.1 Secondary Data
2.2 Limitations
3. Impacts of Internal Brand Management
3.1 Internalizing the Brand
3.1.2 Corporate Marketing
3.1.3 Internal Communication
3.2 Integrated Branding - Living the Corporate Brand
3.2.1 Introduction
3.2.2 Organizational Behavior and the Corporate Brand
3.2.3 Corporate-Level Brand Concepts
3.2.3.1 Brand Drivers – Identity and Personality
3.2.3.2 Brand Citizenship Behavior
3.2.3.3 Brand Commitment
3.2.3.4 Organization Drivers - Values
3.2.4 The Corporate Culture
3.2.5 Industry Examples
3.2.5.1 The Starbucks Corporation
3.2.5.2 Patagonia Incorporated
3.2.6 Conclusion
3.3 Competing for the Human Resource
3.3.1 Introduction
3.3.2 Employer Branding and the Corporate Brand
3.3.3 Employer Reputation and Image
3.3.3.1 Attracting and Retaining Staff
3.3.4 Employer Brand- and Value Proposition
3.3.5 Conclusion
4. Conclusion / Recommendations
5. Bibliography
Research Goals and Themes
This thesis investigates the relationship between internal brand management, organizational behavior, and employer branding, aiming to demonstrate how effectively communicating brand values to employees enhances both organizational culture and commercial effectiveness.
- The strategic role of internal brand management in shaping employee behavior.
- The interrelation between corporate identity, organizational culture, and branding.
- Employer branding as a tool for attracting and retaining talent in a competitive labor market.
- Practical application of branding principles through industry examples like Starbucks and Patagonia.
- The impact of internal brand alignment on overall organizational performance.
Excerpt from the Book
3.1 Internalizing the Brand
Before going further into detail on what specific impacts a brand has on the organizational behavior or on the recruiting practices of a company it is essential to know why a brand, and that what it stands for, should be internalized and transported to the inside.
As already mentioned in the introductory chapter of this thesis, the brand not only stimulates the customer to buy a certain product but also acts as guidance for employees to act according to specific organizational values. This implements that the brand should not be merely seen as a badge or symbol. The design of a symbol can help a company to differentiate itself from the competition, but the symbol is not the brand. The truth is that the brand exists in the minds of stakeholders, and they, rather than the company, determine the nature of the brand relationship. A key stakeholder is the employee since it is him or her who stands at the sender’s side and delivers the brand values to the potential customer. The power of a brand lies in giving employees the freedom to use their imaginations within the constraints set by the organization’s values (p. 19) Creating and internalizing such an environment and transforming these values of a brand to the core of the employee are vital steps in the success of a company.
A brand brings along a certain promise which the company makes to the customer. This promise can be defined as high quality or a high level of satisfaction and must be implicit in a brand. Whether this promise is delivered or not defines the evolving relationship with the brand. It comes down to the interaction – whether with the product or the people, that confirm the idea about the brand and its relationship.
Summary of Chapters
1. Introduction: Introduces the background of branding, defines core concepts like internal brand management and employer branding, and outlines the thesis structure.
2. Methodology: Describes the exploratory qualitative research approach, the reliance on secondary data sources, and acknowledges research limitations.
3. Impacts of Internal Brand Management: Discusses the core mechanisms of internal branding, including corporate marketing, internal communication, integrated branding, and employer branding, supported by industry examples.
4. Conclusion / Recommendations: Summarizes the key findings, reinforcing the importance of internal brand alignment for organizational performance and commercial success.
5. Bibliography: Provides a comprehensive list of academic and professional sources utilized throughout the research.
Keywords
Internal Brand Management, Employer Branding, Organizational Behavior, Corporate Identity, Corporate Culture, Brand Commitment, Brand Citizenship Behavior, Employee Engagement, Internal Marketing, Brand Equity, Organizational Performance, Human Resource Management, Brand Drivers, Corporate Reputation, Internal Communication.
Frequently Asked Questions
What is the primary focus of this research?
The thesis focuses on how internal brand management influences organizational behavior and employer branding, shifting the perspective from external customer marketing to internal stakeholder engagement.
Which key topics are covered in the study?
The key themes include the conceptualization of internal branding, its link to organizational culture, the role of employees as "brand champions," and strategies for building a strong employer brand to attract top talent.
What is the primary research objective?
The research aims to prove that effective internal branding drives organizational structures and culture, ultimately improving a company's market position and commercial effectiveness.
Which scientific methodology is applied?
The author employs a qualitative, exploratory research approach, primarily relying on secondary data from academic literature, journals, and relevant industry case studies.
What does the main body of the work address?
The main body (Chapter 3) provides a detailed analysis of internalizing the brand, discusses the integration of corporate marketing and internal communications, and examines how corporate-level brand concepts and values shape organizational behavior.
Which keywords best describe the paper?
The paper is best characterized by terms such as Internal Brand Management, Employer Branding, Organizational Behavior, Corporate Culture, and Brand Commitment.
How do Starbucks and Patagonia serve as examples?
These companies demonstrate how diverse organizations (service-based and production-based) successfully integrate deep-rooted values into their corporate culture and organizational behavior, ensuring employees "live the brand."
What role does the "Chief Culture Officer" play at Google?
As noted in the thesis, this position is dedicated to maintaining the unique organizational lifestyle and core values of the company, illustrating the practical application of internal branding at a high-growth firm.
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- Julian Schönfelder (Autor:in), 2008, Corporate Brand Management and its Subsequent Impacts on Organizational Behavior and Employer Branding, München, GRIN Verlag, https://www.hausarbeiten.de/document/214934
