An organizational analysis of internally marketed branding strategies

Abstract

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This study explores whether organizations with renowned external brands market the brand internally in order to reinforce corporate mission, values and objectives. The researcher explicitly targeted communication and marketing professionals working for US corporations whose estimated external brand worth is more than a billion dollars. Data were collected from eight organizations. Interviewees were queried through qualitative means in an effort to document methodologies applied by organizations executing internal branding strategies. The results of the study conclude the majority of organizations surveyed either have existing internal branding strategies in place or plan to execute one in the near future. Moreover, the data show that the intent of many of these internal branding strategies is to reinforce corporate values as well as organizational culture through the use of multiple communication channels. Based on the research data, the study identifies an internal branding framework that can be utilized by communication practitioners.