Mapping the domain of the fragmented field of internal branding
Abstract
Purpose
The purpose of this paper is to build a comprehensive conceptual framework of internal branding, to demarcate this field from employer branding and to develop an updated definition of internal branding that incorporates the findings of the literature review and emerging views in branding.
Design/methodology/approach
This research conducts a systematic review of the internal branding and employer branding literature following previously established procedures.
Findings
The major findings of this research are that internal branding comprises five key components within a supportive corporate culture, namely, brand ideologies, brand leadership, brand-centred human resource management (HRM), internal brand communication and internal brand communities; and that internal branding is related yet distinct from employer branding in its discipline, focus, components, outcomes and the role of the brand. The paper concludes with a comprehensive definition of internal branding derived from the conceptual framework and recent trends in branding, in addition to directed suggestions for future research in the field.
Research limitations/implications
This research highlights areas for future research within internal branding, including the need for further research on internal brand communities and how brands can “internally brand” brand partners.
Practical implications
The research highlights the company-wide and brand partner-wide effort required in internal branding, in addition to the necessity of a supportive corporate culture.
Originality/value
This is the first review of internal branding and employer branding that aims to differentiate between the constructs and build a conceptual framework of internal branding, by drawing from the fields of HRM, marketing, branding and general management.
Keywords
Acknowledgements
This work has partially been supported by SUR (Secretaria d’Universitats i Recerca) of the DEC (Departament d’Economia i Coneixement) of the Government of Catalonia.
Citation
Saleem, F.Z. and Iglesias, O. (2016), "Mapping the domain of the fragmented field of internal branding", Journal of Product & Brand Management, Vol. 25 No. 1, pp. 43-57. https://doi.org/10.1108/JPBM-11-2014-0751
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited