internal branding

Anu Rai & Josphat Omanga

Studenteropgave: Semesterprojekt

Abstrakt

The project report provides an insight into internal branding of two different leading firms – Coca-Cola and Google. The aim of this project report is to study how these two companies use internal branding to promote or build brand performance of the company. This report follows a qualitative research method. The report is deductive in nature and hence, it is guided by the literatures of internal branding. The project report conducted research on brand identity, brand commitment and brand loyalty of employees in Coca-Cola and Google. The positive findings of brand identity, brand commitment and brand loyalty will lead to better brand performance of the employees and the company as a whole. The findings show that Coca-Cola and Google are able to create distinctive brand identity and communicate it through continuous open dialogue to its employees. The employees working in these companies are fully committed because of the brand-fit system, effective communication, autonomy in work, and supportive leadership behaviour of the management. The work environment and culture of Coca-Cola and Google shaped their employees to be more loyal for the brand they work for. From the analysis, it can be seen that Coca-Cola and Google are able to secure brand identity, brand commitment and brand loyalty of employees, which is reflected in better brand performance.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
SprogEngelsk
Udgivelsesdato18 dec. 2014

Emneord

  • internal branding
  • brand identity