The Internal Branding Process

Therefore, the company should ensure that all the staff members are highly qualified so as to boost the confidence of the customers. In conclusion, the customer- based brand equity model is an important platform that may help in building a strong brand. It could assist a company in assessing its progress as well as providing a blueprint for marketing research activities. If properly planned and implemented, it could help the company in achieving its marketing strategies and in the realization of an increased profit margin (Grover & Vriens 2006, p. 147). .

Customer- Based Brand Equity (CBBE) Model Building and enhancing a strong brand has been found to have profitable rewards in business, it has therefore become a prime priority for many firms. Customer-base brand equity (CBBE) is a model that has been adopted by Cadbury in order to build a strong brand that can compete with the other ones in the market. The company has followed the four steps of the model. The first step involves the establishment of appropriate brand identity, which includes enhancing customer awareness of the brand. The second step deals in creation of proper brand meaning through powerful and unique brand connection with the customers.

The idea of performance Performance measurement is usually used in corporate settings but can also be used in other environments. The idea is to cause an atmosphere of continuous improvement by setting goals and making plans to achieve success. (Kaplan and Norton, 1992, p.71) The process is to identify performance inadequacies, give feedback about those problems, take action to behave differently and measure the success of changed behaviors. Optimal performance is the main goal. (Powell, 2004) Determining what you want to measure in your company before embarking on the task of setting performance targets is very important.

Customer relationship management or CRM for short is a model for managing a company’s interactions with current and future customers. When CRM is utilized correctly it will increase profitability and customer loyalty, which are both very important to an organization. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support. Customer relationship management is very important in many ways to help a company become and stay successful. CRM can help businesses gain a competitive edge through communication, marketing, gathering customer information, social media and mobile technology.

Companies today are interested in gaining the lifetime value of the consumer. In this dynamic world of information technology, organizational strategies are focusing on customer service as a competitive advantage. Where lean manufacturing, low price, and cost cutting logic was once a primary approach of operation managers, these same firms have determined that by utilizing a Service Dominated Logic approach or (SDL), they are gaining competitive advantages that prove to have a longer lasting effect on the consumer, and maintaining a lifetime loyalty from these customers. These loyal customers then provide the number one form of marketing which is “word of mouth”. Brand awareness is also heightened and return on investment (ROI) is gained by shareholders.

Retrieved 21st March from http://voices.yahoo.com/the-contribution-human-resource-management-organisational-5580683.html?cat=3 Wall, T, Wood, S, (2005) The romance of human resource management and business performance, and the case for big science. Retrieved 20th March from http://keats.kcl.ac.uk/pluginfile.php/643686/mod_resource/content/2/WallWood-RomanceHRM.pdf

Information Systems as it is defined by Northcentral University’s –Executive Concepts in Business Strategy (2011) are “combinations of hardware, software, and telecommunications networks that people build and use to collect, create, and distribute useful data, typically in organizational settings” (p. 1131). These sets of information has been used over time to enhance and improve the quality of life for individuals and businesses. Information systems have been used for various purposes in sustaining personal and business lifestyles. Discussion: One of the main reasons individuals and businesses make use of information systems is to become more productive. Northcentral University– Executive Concepts (2011) contended the following statement.

Scott DeRue, Gretchen Spreitzer, Brian Flanagan, & Benjamin Allen(2013).LEADERSHIP, Developing Adaptive leaders for turbulent times Leadership Development, MBAs & Executive Education. Damien O'Brien,( 2010). Leadership in turbulent times, Egon Zehnder International, http://www.ceoforum.com.au/article-detail.cfm?cid=6159&t=/Damien-OBrien-Egon-Zehnder-International/Leadership-in-turbulent-times Prasad L.M. (2006).Organisational Behaviour,Leadership,pg. 372, Sultan Chand and Sons,New Delhi.

(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,

The chief reason behind Al Zawawi Company's success is that it provides different kind of equipments, especially automobiles, and communications for the consumers and pays attention to the needs of its customers. In order to achieve the Al Zawawi company's profitability, they have to follow some important business steps in order to establish a successful business plan. The first step is to make marketing strategies because marketing has primary responsibility for interaction between a firm and a customer. Al Zawawi should advertise their company by launching a new website that enables the company to communicate with customers and create good relationships with them. Moreover, the company should use the data on customer's purchases of their customers in order to be mindful of customer's needs.