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Internal branding experiences in the financial services sector in South Africa

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  • Rose Du Preez

    (KTH Royal University of Technology)

Abstract

There is little doubt that employees are critical to the delivery of the service brand. Although existing models propose methods of internal branding, very little is known about the actual corporate experience. Academics around the world have spent decades probing internal marketing, its subset—internal branding—and the impact of internal branding on service delivery. This research focuses on how organisations execute internal branding, revealing critical success factors as well as obstacles encountered. The research was conducted in five large organisations in the financial services sector in South Africa. Each organisation is a highly recognisable consumer brand; the oldest of which is nearing 200 years of being in business and the youngest is just 20 years old. This research adds to the body of knowledge regarding organisational practice of internal branding. Key themes are identified, three of which are largely absent from extant models and literature.

Suggested Citation

  • Rose Du Preez, 2017. "Internal branding experiences in the financial services sector in South Africa," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(1), pages 24-32, March.
    • Handle: RePEc:pal:jofsma:v:22:y:2017:i:1:d:10.1057_s41264-017-0018-5
    DOI: 10.1057/s41264-017-0018-5
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    Cited by:

    1. Abdullah J. Sultan, 2022. "Aligning employees’ work engagement and behavioral performance with internal branding: the missing link of employees’ perceived brand authenticity," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(1), pages 52-64, March.
    2. Nathalia C. Tjandra & John Ensor & Maktoba Omar & John R. Thomson, 2020. "Independent financial adviser (IFA)-based brand equity pyramid," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 25(3), pages 53-64, December.

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