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Branding Inside Out: Internal Branding in Theory and Practice [Mīkstie vāki]

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  • Formāts: Paperback / softback, 224 pages, height x width x depth: 235x158x12 mm, weight: 345 g
  • Izdošanas datums: 03-Oct-2017
  • Izdevniecība: Kogan Page Ltd
  • ISBN-10: 074947890X
  • ISBN-13: 9780749478902
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Branding Inside Out: Internal Branding in Theory and PracticePalielināt
  • Formāts: Paperback / softback, 224 pages, height x width x depth: 235x158x12 mm, weight: 345 g
  • Izdošanas datums: 03-Oct-2017
  • Izdevniecība: Kogan Page Ltd
  • ISBN-10: 074947890X
  • ISBN-13: 9780749478902
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780749478902.html
Keywords:

Branding Inside Out offers a detailed and accessible exploration of internal branding. Internal branding is the cultural shift that occurs within an organisation when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind.

Branding Inside Out contains both new thinking and new practice. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes that win the active involvement of their people.



Build a successful brand and create value through the commitment of employees and external stakeholders. A mixture of theory and practice on achieving the active involvement of your organization's people.

Recenzijas

"Nicholas Ind and his colleagues have it exactly right when they show that great brands are sown and cultivated rather than manufactured. The next step is to make the best possible use of these insights: to let the human impulse to learn, co-operate, and live out our deepest values help create thriving businesses that address rather than worsen the world's most challenging problems." * Vincent Stanley, Director of Patagonia Philosophy, United States * "Bridging theory and practice, the writers of Branding Inside Out prove the vital role that employees play in building brands. This insightful book demonstrates that it is employees who create powerful experiences for customers and thus build strong brand value." * Professor Bernd Schmitt, Columbia University, New York * "Ind presents an imperative for internal branding as much more than clever communication. The book, through collaborators and exemplar cases, compellingly demonstrates that values, culture and engagement can empower employees to continuously recharge their brand passion and live the brand to create and co-create value for and with customers." * Bill Merrilees, Professor of Marketing, Griffith Business School, Australia *

About the editor viii
About the contributors ix
01 The changing world of internal branding
1(12)
Loss of control
2(3)
The new war for talent
5(3)
How people interact with purpose and values
8(2)
Summary
10(1)
References
11(2)
02 Living brand orientation: how a brand-oriented culture supports employees to live the brand
13(20)
Introduction
13(3)
Brand orientation, learning theories and a corresponding framework
16(5)
Introducing the Living Brand Orientation framework
21(7)
Summary and implications for practice
28(1)
References
29(4)
03 Unleashing the internal fan community through brand-oriented leadership
33(18)
Employee brand-oriented behaviour
34(1)
Leadership styles to foster brand-oriented behaviour
35(8)
Becoming a brand-specific transformational leader
43(5)
Conclusion
48(1)
Reference
49(2)
04 Bond Dickinson: Leading by example
51(12)
Introduction
51(1)
Background to the firm
52(1)
Setting up the approach -- principles and mindset
52(1)
Developing the core elements in parallel
53(3)
A clear line of sight for employees: vision, values and brand
56(4)
Learning and best practice for embedding a brand within a professional services firm
60(1)
Summary
61(2)
05 Internal branding: A roadmap to brand value co-creation
63(16)
Defining internal branding
64(9)
Outcomes of internal branding
73(2)
Conclusion
75(1)
References
76(3)
06 Transforming brand and culture at NN Group
79(16)
The beginning
80(1)
The development of a new brand
80(2)
The new values: care, clear, commit
82(2)
Internal branding: `you matter begins with you...'
84(3)
The next phase: transforming brand and culture
87(1)
It's all about people
88(2)
Measuring success: moving in the right direction
90(1)
Going forward: You matter 2.0
90(5)
07 `Living the CSR brand': Model, best practices and recommendations
95(24)
CSR brand without `living the brand' is dangerous
95(3)
Macro-perspective (big picture) `living the CSR brand'
98(4)
Micro-perspective `living the CSR brand'
102(12)
Conclusion
114(1)
References
114(5)
08 Participation builds the brand: VSO's people brand
119(14)
Introduction
119(1)
The purpose of VSO's people brand
120(2)
People Brand is more than HR
122(1)
Process of developing the People Brand
122(2)
Pulling it all together
124(1)
Implementation
124(3)
Challenges
127(3)
Results
130(3)
09 Living brands: the characteristics of living brand companies
133(24)
Introduction
133(3)
The Brand/Image Grid
136(3)
Two dichotomies of business orientation
139(2)
The Brand/Reputation Grid
141(9)
Conclusion
150(3)
Endnotes
153(1)
References
154(3)
10 How adidas attracts and retains talent
157(16)
References
172(1)
11 Internal brand management: employees as a target group for brand management
173(23)
Relevance of internal brand management
173(1)
Current state of research
174(1)
Internal brand management outcomes
175(6)
Managerial internal brand management practices
181(12)
Conclusion
193(3)
References and further reading 196(7)
Index 203
Nicholas Ind is an associate professor at Kristiania University College, Oslo, and a partner in Equilibrium Consulting. He is a former director of the Design Business Association (UK), a member of the editorial board of the Journal of Brand Management. He was a founding member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together (all published by Kogan Page). He also co-edited Brands with a Conscience.