Today Internal Branding has become one of the most important aspects of an organisation's branding strategy and their quest for competitive differentiation. An

Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to

This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand cha

Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand’s identity, so called brand citi

It takes strength to compete. Becoming a well-known and well-regarded brand enhances a company's strength. Internal branding-especially in service industries-is