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.
Inhaltsverzeichnis (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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis investigates the multifaceted aspects of internal brand management and its impact on employer branding and organizational behavior. It specifically focuses on how a company's brand influences the employer-employee relationship and the organization as a whole. The study departs from traditional research, which often concentrates on external brand effects on customers, to examine the internal ramifications of a company brand on its employees. The thesis highlights the often-overlooked importance of communicating brand values and beliefs effectively to employees in order to maximize organizational performance and long-term goal achievement.
- The impact of internal brand management on organizational behavior.
- The relationship between internal brand management and employer branding.
- The role of corporate culture in shaping employee perception and behavior.
- Effective strategies for communicating brand values to employees.
- The link between internal brand alignment and organizational success.
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This introductory chapter lays the groundwork for the thesis by defining key concepts such as branding, brand management, organizational behavior, and employer branding. It establishes the research gap, highlighting the under-researched area of internal brand management's impact on employees. The chapter then outlines the thesis framework, research questions, focus, and overall structure, setting the stage for the subsequent methodological and analytical sections.
2. Methodology: This chapter details the research methodology employed in the thesis. It outlines the qualitative research approach used, emphasizing the exploratory nature of the study. The sources and types of data collected are also described, with a focus on both primary and secondary data. Finally, the chapter addresses any limitations inherent in the chosen methodology.
3. Impacts of Internal Brand Management: This chapter forms the core of the thesis, exploring the various impacts of internal brand management on the organization. It examines how internalizing the brand through effective corporate marketing and internal communication can shape organizational behavior and foster a stronger employer brand. The chapter analyzes different aspects of integrated branding, including brand drivers, brand citizenship behavior, brand commitment, and organizational values. This section also features case studies, providing real-world examples of companies successfully implementing internal brand management strategies, such as Starbucks and Patagonia. Finally, it explores the competition for human resources and how a strong corporate brand can be leveraged to attract and retain talent.
Schlüsselwörter (Keywords)
Internal brand management, employer branding, organizational behavior, corporate culture, brand communication, employee engagement, talent acquisition, retention, case studies, Starbucks, Patagonia.
Frequently Asked Questions: Internal Brand Management Thesis Preview
What is the overall focus of this thesis?
This thesis investigates the multifaceted aspects of internal brand management and its impact on employer branding and organizational behavior. It specifically focuses on how a company's brand influences the employer-employee relationship and the organization as a whole, shifting the focus from external brand effects on customers to the internal ramifications on employees.
What are the key themes explored in the thesis?
The key themes include the impact of internal brand management on organizational behavior; the relationship between internal brand management and employer branding; the role of corporate culture in shaping employee perception and behavior; effective strategies for communicating brand values to employees; and the link between internal brand alignment and organizational success.
What is the structure of the thesis?
The thesis is structured into four main chapters: 1. Introduction (including background, objectives, research questions, and framework); 2. Methodology (detailing the qualitative research approach and data collection); 3. Impacts of Internal Brand Management (exploring the impact on organizational behavior, integrated branding, and employer branding, including case studies of Starbucks and Patagonia); and 4. Conclusion/Recommendations.
What methodology is used in the research?
The thesis employs a qualitative research approach, using an exploratory method. Both primary and secondary data are utilized.
What are the limitations of the research?
The limitations of the chosen methodology are discussed in Chapter 2.
What are the key concepts defined in the thesis?
Key concepts include branding, brand management, organizational behavior, and employer branding.
What are some examples of companies used as case studies?
The thesis includes case studies of Starbucks and Patagonia, showcasing successful implementation of internal brand management strategies.
What are the main findings or arguments presented (as previewed)?
The preview highlights the often-overlooked importance of effectively communicating brand values and beliefs to employees to maximize organizational performance and long-term goal achievement. It emphasizes the link between internal brand alignment and organizational success.
What are the keywords associated with this thesis?
Keywords include: Internal brand management, employer branding, organizational behavior, corporate culture, brand communication, employee engagement, talent acquisition, retention, case studies, Starbucks, Patagonia.
Where can I find a detailed chapter-by-chapter summary?
Detailed chapter summaries are provided in the "Zusammenfassung der Kapitel (Chapter Summaries)" section of the preview.
What is the table of contents?
A comprehensive table of contents outlining all chapters and sub-sections is included in the preview.
- Quote paper
- Julian Schönfelder (Author), 2008, Corporate Brand Management and its Subsequent Impacts on Organizational Behavior and Employer Branding, Munich, GRIN Verlag, https://www.grin.com/document/214934
