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Winning internal brand Engagement

In: Moment of Truth

Author

Listed:
  • Andreas Bauer
  • Björn Bloching
  • Kai Howaldt
  • Alan Mitchell

Abstract

When brands were first invented they were simple selling propositions: messages sent from sellers to buyers. Branding was the way products were packaged and communicated. It was an ‘inside-out’ process – a way for the company to present its wares to external audiences. Branding and externally focused marketing communications were almost synonymous.

Suggested Citation

  • Andreas Bauer & Björn Bloching & Kai Howaldt & Alan Mitchell, 2006. "Winning internal brand Engagement," Palgrave Macmillan Books, in: Moment of Truth, chapter 8, pages 137-146, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-20388-4_8
    DOI: 10.1057/9780230203884_8
    as

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