Internal branding workflow implementation based on inter-functional effort between marketing and human resources departments

This article explains what internal branding is and how to implement it based on inter-functional efforts between marketing and human resources departments. This article reviews academic literature and business articles to consolidate definitions, processes, and practices of internal branding. Internal branding implies an articulation between marketing and human resources departments to design, implement, and evaluate processes focused on promoting the brand among employees and increasing brand equity internally and externally. The human resources area has a superior domain in brand-centered human resource management. The marketing area leads the internal brand communications. Both areas participate proportionally in managing brand leadership. The three main processes of internal branding show an upward and downward relationship. This review summarizes the definition of internal branding based on advances in the literature and practice. This conceptualization helps professionals and researchers to understand what internal branding is. In addition, this article provides a detailed guide about how to implement internal branding explaining the roles that marketing and human resources departments play in the implementation process.

• Autores: Barros-Arrieta, David; Granados-Encinales, Ana; Fuentes-Alcántara, Liliana; Picalúa-Parra, Vivian; Ghisays-Cardozo, Margarita
• Tipo de recurso: Article of investigation
• Fecha de publicación: 2024
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: eng
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/14001
• Acceso en línea: https://hdl.handle.net/11323/14001; https://repositorio.cuc.edu.co/
• Palabra clave: Internal branding; Brand strategy; Employee; Corporate brand; Human resources management
• Rights: openAccess
• License: Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)