From the external brand communications for internal value creation, brand management, Internal Brand Equity & Brand Employment M & A
The employees are the interface between the internal and external environment of the brand and exert a great influence on the perception and image of the brand from the customer`s perspective. The central brand promise must be redeemed daily in a countless variety of customer and again. The staff communicate the brand to all external stakeholders, and thus have a high multiplier effect. Nevertheless, the establishment of a desired brand image succeeds in customer perception of many companies only inadequate, since the implementation of the corporate brand identity in the behavior of employees is neglected. Conversely, the brand also has a big effect on the employees. It increases for existing employees with the employee identification, motivation and productivity, and promotes the preservation of suppliers and their knowledge. It also facilitates the acquisition of potential employees to lower recruitment costs. Various studies show that companies where employees have a high commitment to the brand, characterized by improved business performance. To achieve a high level of commitment of staff to the mark, it is necessary that employees internalize the brand values and adjust their behavior to them.
The conference will be on the various aspects of internal brand management company into account and provide a guide as well as internal communications and brand activities can be optimally coordinated.
