Review of Literature
Punjaisri and Wilson (2011) present the internal branding process as involving employee identification with the brand, commitment and loyalty to it which together result in brand performance. Brand commitment refers to psychological processes that make employees exhibit brand citizenship behaviour. Brand commitment is influenced by brand-centred human resources management, brand communication and brand leadership. It is also affected by culture fit, structure fit, employee know-how and disposable resources (Burmann & Zeplin, 2005). Vallester and de Chernatony (2010) highlight the role of leadership during the internal branding process. They state that its success depends on the leaders’ ability to control cognitive,
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Brand citizenship behaviour refers to situations where employees have internalised the organisation’s values, promise and image to an extent that they live the brand. Employee engagement in behaviours consistent with the brand has however been found to be based on their understanding of the desired brand image (Gotsi & Wilson, 2001). Such understanding motivates employees to behave in a manner that conveys the image of the desired brand to consumers and business acquaintances (Henkel et al., 2007). Emphasising the role of knowledge in internal branding, Natarajan et al. (2016) consider internal branding process from the perspective of its influence on employee brand knowledge, commitment to the brand and employee branding. Employee brand knowledge is transmitted through internal communications and training which, according to Punjaisri and Wilson (2007) aim to influence not just employee brand knowledge but also attitudes and behaviours. When employees internalise the brand image to an extent that they exude it to others, employee branding occurs (Natarajan et al., 2016). This has been associated with enhanced performance, competitive advantage (Berry & Lampo, 2004) and customer satisfaction (Hur & Adler, …show more content…
According to the framework, managers and employees constitute an organisation’s resources that are the main components of the internal branding process. Constructive communication and training form part of the mechanisms and tools that can be used to achieve employee embracement and embodiment of the brand. The communication and training are influenced by the organisational context in terms of its culture and past both of which can also be viewed as part of organisational resources. Employee response to the communication and training is related to their desire or otherwise to identify with the organisation’s identity and brand image in line with Social Identity theory. Identifying with the brand is expected to invoke passion, commitment, and brand internalisation among employees which is reflected in behaviour consistent with the articulated
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
The brand identity building process is complex. This is especially true for organizations that offer a range of services and products. The process entails extensive research, including market research, marketing audit, competitive audit and usability, and a clear branding strategy. Furthermore, a brand identity is only truly successful when customers closely identify with the brand. This happens when a brand caters to customer requirements and preferences. Marketers have to keep this in mind and ensure that the brand identity is aligned with, and relevant to, its customers.
Brand identity is integral to the growth and success of a company. It provides a line of communication with customers, differentiates business from others in the marketplace, shapes company style, and increases business performance (Ellwood, 2002). In my own experience as a graphic designer, I have gained an increased awareness of the importance of brand identity after I emigrated to the United States and began studies for my Master’s in Graphic Design. Graphic design as a course of study does not exist in Saudi Arabia; so consequently, I have realized that designing a brand identity for a company or business is not an easy job.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
[5] Nandan, S. (2005) An exploration of the brand identity-brand image linkage: A communications perspective, Brand Management. (pp 264 – 278)
The second step deals in creation of proper brand meaning through powerful and unique brand connection with the customers. The third step involves invoking positive brand response while the fourth one involves engaging the customers so as to build a brand affiliation aimed at enhancing active brand loyalty. However, some building blocks are requ...
Figure 2 illustrates that internal brand management starts of with generating information for - and disseminating knowledge to - employees in order for them to be able to realise the desired brand perception for the customers (employees: role clarity, customers: brand commitment). This environment can only be created by treating the employees as human beings (H-factor), i.e. with respect and dignity, through open two-way communication (openness).
In latest time, branding theory literature has focused on the customer– brand relationship, which is based on an image that suggests consumers form relationships with brands in the same way they form relations in a social context (Fournier, 1998; Parvatiyar and Sheth, 2001; McAlexander et al, 2002). The concept is complex in nature and reflects affective and socio-emotional attachments, behavior ties and supportive cognitive beliefs
The brand development process is categorized as an important element of business development matrix. The overall sustainability and progress of the business depends on brand development framework of the organization. In this reference the role of consumer is significant to contribute significantly in brand success and determine the profitability of the firm. Consumer contributes positively to improve the marketing strategy of the firm and helps to understand the consumer psychology that includes consumer thinking process, consumer perception regarding the brand, consumer behavior toward the brand, key characteristics of the brand that are considered significantly by consumer to determine the consumer taste and make purchase
Since more than 25 years the idea of internal marketing has been discussed in a wide range of the academic literature. The confusion has been further increased several practitioners and researchers over the years as there is a great confusion about its exact definition but today IT is described as activities, actions and managerial directions an organization tool to attempt and inspire and generate employee and other shareholder to support programmes and processes that can help organization to achieve their goals and objectives. As we look its relatively short history, internal marketing has developed along three separate and distinct tracks. The early method suggested by Berry in the 1970 as he was working in the area of services marketing, he developed the idea that people were the most common classification for service delivery and their actions had a major impact on customers relation and retention. Later in the 1980, Gronroos introduced Scandinavian idea into internal marketing. He, Gummenson and other practitioners argued that the employee was an important part of overall product or service delivery comparison developed by marketing firm. Gronroos proposed that every employee should be trained as marketer- that’s include cross-selling or working with the customer retention skills that would enable them to build a good customer relationship management. The stability of the firm what is considered...
The review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior. The study prove that the significant factors on brand awareness as a perception of product, service, and image of the company and has a tremendous effect on consumers’ evaluation of system results. From reading all of the relevant journals, it is understandable that the significant factors on building a successful brand image and awareness is consumers and their relationship with the brand, company, service and the product. Brand awareness is the vital importance to marketing strategy and marketing communications because it links customer behavior to firms’ financial metric. Keller (2001), noted, customers’ reaction toward brand awareness is associated profitably brand equity.
Brand was always used for tangible products, but over the years it has been applied to different people, places, and products (Peters, 1991). According to Barrow and Mosley (2005), employer branding is used not only to give the message of the overall personality of he company as an employer ,but it also helps to motivate and engage the employees. It is an emotional relationship between an employer and employee. Ambler and Barrow (1996) have defined employer branding as the development and communication of an organizations culture as an employer in the market place. “It is the package of functional, economic and psychological benefits provided by employment and identified with the employing company “. There is always a need for
The second step deals in creation of proper brand meaning through powerful and unique brand connection with the customers. The third step involves invoking positive brand response while the fourth one involves engaging the customers so as to build a brand affiliation aimed at enhancing active brand loyalty. However, some building blocks are requisite in order to achieve these steps. These...
In the present competitive scenario, organizations need every weapon in their resource to retain their most important and valuable asset. In their quest for a great place to work, employees are increasingly looking beyond pay and benefits to other factors including career prospects, what the organization stands for and how the organization serves its clients, the community and the world. With today’s unstable economic conditions, no organization can afford to manage the value of top talent. Organizations have to start from the inside and work their way out, until brand perceptions of all employees to external candidates are in line. The concept of employer branding is found to be complex and therefore we believe that conveying the employer brand to employees is hard to accomplish. Aligning employees with the employer brand can be accomplished but still a complicated task since people are different and thus interpret the brand
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.