Cover

Contents

About the editor

About the contributors

01 The changing world of internal branding

Loss of control

The new war for talent

How people interact with purpose and values

Summary

References

02 Living brand orientation: howa brand-orientedculture supports employees to live the brand

Introduction

Brand orientation, learning theories and a corresponding framework

Introducing the Living Brand Orientation framework

Summary and implications for practice

References

03 Unleashing the internal fan community through brand-oriented leadership

Employee brand-oriented behaviour

Leadership styles to foster brand-oriented behaviour

Becoming a brand-specific transformational leader

Conclusion

Reference

04 Bond Dickinson: leading by example

Introduction

Background to the firm

Setting up the approach – principles and mindset

Developing the core elements in parallel

A clear line of sight for employees: vision, values and brand

Learning and best practice for embedding a brand within a professional services firm

Summary

05 Internal branding: A roadmap to brand value co-creation

Defining internal branding

Outcomes of internal branding

Conclusion

References

06 Transforming brand and culture at NN Group

The beginning

The development of a new brand

The new values: care, clear, commit

Internal branding: ‘you matter begins with you...’

The next phase: transforming brand and culture

It’s all about people

Measuring success: moving in the right direction

Going forward: You matter 2.0

07 ‘Living the CSR brand’: Model, best practices and recommendations

CSR brand without ‘living the brand’ is dangerous

Macro-perspective (big picture) ‘living the CSR brand’

Micro-perspective ‘living the CSR brand’

Conclusion

References

08 Participation builds the brand: VSO’s people brand

Introduction

The purpose of VSO’s people brand

People Brand is more than HR

Process of developing the People Brand

Pulling it all together

Implementation

Challenges

Results

09 Living brands: the characteristics of living brand companies

Introduction

The Brand/Image Grid

Two dichotomies of business orientation

The Brand/Reputation Grid

Conclusion

Endnotes

References

10 How adidas attracts and retains talent

References

11 Internal brand management: employees as a target group for brand management

Relevance of internal brand management

Current state of research

Internal brand management outcomes

Managerial internal brand management practices

Conclusion

References and further reading

Index