ブランディングの全て Branding inside Out : Internal Branding in Theory and Practice

Ind, Nicholas (EDT)

Kogan Page Ltd（2017/10発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 224 p.
• 言語 ENG
• 商品コード 9780749478902
• DDC分類 658.827

Full Description

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.

Contents

Chapter - 01: The Changing World of Internal Branding [Nicholas Ind];
Chapter - 02: Living Brand Orientation: How a Brand-Oriented Culture Supports Employees to Live the Brand [Holger J Schmidt];
Chapter - 03: Unleashing the Internal Fan Community through Brand-Oriented Leadership [Felicitas Morhart];
Chapter - 04: Bond Dickinson: Leading by Example [Erika Uffindell];
Chapter - 05: Internal Branding: A Roadmap to Brand Value Co-Creation [Fathima Saleem and Oriol Inglesias];
Chapter - 06: Transforming Brand and Culture at NN Group [Marije Scholma, Remco Barbier and Chris Kersbergen];
Chapter - 07: 'Living the CSR Brand': Model, Best Practices and Recommendations [Carsten Baumgarth];
Chapter - 08: Participation Builds the Brands: VSO's People Brand [Nick Pullan and Hannah Gilman];
Chapter - 09: Living Brands: The Characteristics of Living Brand Companies [Rik Riezebos];
Chapter - 10: How adidas Attracts and Retains Talent [Steve Fogarty];
Chapter - 11: Internal Brand Management: Employees as a Target Group for Brand Management [Christoph Burmann and Rico Piehler]