Corporate Brand Management and its Subsequent Impacts on Organizational Behavior and Employer Branding

Table of Contents

1. Introduction

1.1 Background of Branding and Brand Management

1.2 Internal Brand Management

1.3 Organizational Behavior

1.4 Employer Branding

1.5 Thesis Framework

1.6 Research Statement and Questions

1.7 Focus and Purpose

1.8 General Outline

2. Methodology

2.1 Research Method / Data Collection

2.1.1 Qualitative Research – Exploratory approach

2.1.1 Secondary Data

2.2 Limitations

3. Impacts of Internal Brand Management

3.1 Internalizing the Brand

3.1.2 Corporate Marketing

3.1.3 Internal Communication

3.2 Integrated Branding - Living the Corporate Brand

3.2.1 Introduction

3.2.2 Organizational Behavior and the Corporate Brand

3.2.3 Corporate-Level Brand Concepts

3.2.3.1 Brand Drivers – Identity and Personality

3.2.3.2 Brand Citizenship Behavior

3.2.3.3 Brand Commitment

3.2.3.4 Organization Drivers - Values

3.2.4 The Corporate Culture

3.2.5 Industry Examples

3.2.5.1 The Starbucks Corporation

3.2.5.2 Patagonia Incorporated

3.2.6 Conclusion

3.3 Competing for the Human Resource

3.3.1 Introduction

3.3.2 Employer Branding and the Corporate Brand

3.3.3 Employer Reputation and Image

3.3.3.1 Attracting and Retaining Staff

3.3.4 Employer Brand- and Value Proposition

3.3.5 Conclusion

4. Conclusion / Recommendations

5. Bibliography

Research Goals and Themes

This thesis investigates the relationship between internal brand management, organizational behavior, and employer branding, aiming to demonstrate how effectively communicating brand values to employees enhances both organizational culture and commercial effectiveness.

• The strategic role of internal brand management in shaping employee behavior.
• The interrelation between corporate identity, organizational culture, and branding.
• Employer branding as a tool for attracting and retaining talent in a competitive labor market.
• Practical application of branding principles through industry examples like Starbucks and Patagonia.
• The impact of internal brand alignment on overall organizational performance.

Excerpt from the Book

Summary of Chapters

1. Introduction: Introduces the background of branding, defines core concepts like internal brand management and employer branding, and outlines the thesis structure.

2. Methodology: Describes the exploratory qualitative research approach, the reliance on secondary data sources, and acknowledges research limitations.

3. Impacts of Internal Brand Management: Discusses the core mechanisms of internal branding, including corporate marketing, internal communication, integrated branding, and employer branding, supported by industry examples.

4. Conclusion / Recommendations: Summarizes the key findings, reinforcing the importance of internal brand alignment for organizational performance and commercial success.

5. Bibliography: Provides a comprehensive list of academic and professional sources utilized throughout the research.

Keywords

Internal Brand Management, Employer Branding, Organizational Behavior, Corporate Identity, Corporate Culture, Brand Commitment, Brand Citizenship Behavior, Employee Engagement, Internal Marketing, Brand Equity, Organizational Performance, Human Resource Management, Brand Drivers, Corporate Reputation, Internal Communication.

Frequently Asked Questions

What is the primary focus of this research?

The thesis focuses on how internal brand management influences organizational behavior and employer branding, shifting the perspective from external customer marketing to internal stakeholder engagement.

Which key topics are covered in the study?

The key themes include the conceptualization of internal branding, its link to organizational culture, the role of employees as "brand champions," and strategies for building a strong employer brand to attract top talent.

What is the primary research objective?

The research aims to prove that effective internal branding drives organizational structures and culture, ultimately improving a company's market position and commercial effectiveness.

Which scientific methodology is applied?

The author employs a qualitative, exploratory research approach, primarily relying on secondary data from academic literature, journals, and relevant industry case studies.

What does the main body of the work address?

The main body (Chapter 3) provides a detailed analysis of internalizing the brand, discusses the integration of corporate marketing and internal communications, and examines how corporate-level brand concepts and values shape organizational behavior.

Which keywords best describe the paper?

The paper is best characterized by terms such as Internal Brand Management, Employer Branding, Organizational Behavior, Corporate Culture, and Brand Commitment.

How do Starbucks and Patagonia serve as examples?

These companies demonstrate how diverse organizations (service-based and production-based) successfully integrate deep-rooted values into their corporate culture and organizational behavior, ensuring employees "live the brand."

What role does the "Chief Culture Officer" play at Google?

As noted in the thesis, this position is dedicated to maintaining the unique organizational lifestyle and core values of the company, illustrating the practical application of internal branding at a high-growth firm.