Internal brand management - The ginatricot case

Abstract

This thesis describes and explains different aspects that together contribute to the development of internal brand loyalty: namely brand management, organizational culture and relationship marketing. We have integrated these parts to show that they are closely related and dependent on each other.

Since this thesis focuses on corporate brands, we have used brand management to understand the underlying concepts in order to see how this can influence and develop internal brand loyalty. The organizational culture is fundamental to how things are done in the organization and therefore important when developing internal brand loyalty. Further, the relationship marketing area is used since it includes the internal market, with emphasis on the importance of the individuals working within the company. It is of great importance that the employees are satisfied and motivated if they are to be brand loyal.

Since the traditional focus has been on the external environment instead of the internal, this thesis emphasizes the employee instead of the customer, since the former represents the corporate brand. We think that if companies start to direct more attention to the internal market, they will increase the organizational effectiveness.

In this thesis we discuss the qualitative and not the quantitative aspects in order of developing internal brand loyalty. Monetary rewards are not enough; the degree of employee motivation is determined by more soft-core aspects, such as shared responsibility, degree of influence and involvement. All these are major determinants when developing internal brand loyalty. We further discuss the management's responsibility in creating such an internal service environment.