- Inspires readers to implement their own internal branding strategies, improving the power and reach of their external brand messages
- Features chapters written by a range of relevant academics and professionals, edited by renowned branding expert Nicholas Ind, who has authored more than 11 books including the bestselling Living the Brand
- Demonstrates the effective use of internal branding in real world contexts through detailed case studies from companies such as DNV GL, Adidas and Patagonia
- Online resources: Supporting PowerPoint slides and case studies for each chapter
Branding Inside Out
Internal Branding in Theory and Practice
Build a successful brand and create value through achieving the active involvement of your organisation's people.
Key features at a glance
EAN: 9780749478902
Edition: 1
Published:
Format: 235x158
224 pages
About the book
Internal branding is the cultural shift that occurs within an organization 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 on internal branding. 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, and win the active involvement of their people.
Online resources include supporting PowerPoint slides and case studies for each chapter.
About the authors
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.
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.
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