KAHRAMAN, Aysun Celal Bayar Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , AY, Canan Celal Bayar Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey

Promoting Brand Within Organization Via Internal Branding: ARKAS Holding Case Study

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Internal branding supports the idea that external customers will internalize the brand more easily if employees understand and adopt the brand promise and brand values of the company which they work for. The aim of this study is to clarify internal branding phenomenon, which which has not been discussed enough in the Turkish literature, in terms of literature and application areas. Firstly the study has discussed the importance of branding process and the role of employees in this process. Then, the concept of internal branding, the technics and the tools whics are used for application of internal branding is examined theoretically. In the application part in-depth interviews were conducted with two managers of Arkas Holding about internal branding activities in Arkas Holding. After findings of in-depth interviews were examined the importance of internal branding activities, application process of internal branding, factors should be considered in and the difficulties occurred in internal branding process of Arkas Holding were discovered

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Employees , internal customer , internal marketing , internal branding

Journal Of Management an‎d Economics

353