The Role of Internal Branding for Corporate Success. Employees Perspective from a Multinational Organization in Ghana
The study examined the role of
internal branding to understand how the practice was used as a strategic tool
to empower and support employees’ building of brand supportive behaviors for
corporate success. An inductive approach was
adopted, and data was collected from twenty respondents via face-to-face
semi-structured interviews. Purposive sampling was employed as this technique
enabled the conscious engagement of targeted respondents (both senior and
junior staff). The grounded theory approach was used in analyzing data
collected. Study findings revealed that internal
branding played both an enabler and a differentiator role. As an enabler,
internal branding initiatives enhanced employees’ brand understanding, facilitated
employees’ internalization of corporate values, and exhibition of
brand-supportive behaviors. Additionally, the practice empowered them to act as
brand ambassadors and inspired them to achieve desired goals. With regards to
the differentiator role, internal branding efforts promoted the alignment of
internal processes and culture with desired goals, which enhanced the identity,
image, and reputation of the establishment. This suggests that internal
branding practices contributes greatly to building strong brands as the
practice helps provide the point of differentiation for the organization. The research approach adopted limits generalizability of the
findings. It is suggested that future research consider a wider company or
sector coverage and much larger sample size. The
paper highlights the important role of internal branding initiatives for
employees’ acquisition and display of brand supportive behaviors for sustained
competitiveness and corporate success. It thus contributes
to the limited empirical literature on internal branding in Africa.
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