THE IMPORTANCE OF INTERNAL BRANDING TO COMPANY SUCCESS
Strong brands are playing an increasingly important role in company success and over time leading management has come to see them as one of the main drivers of value creation. In the course of this process, it happens all too often that only a surface understanding of the brand prevails. Real brands, however, are in no way purely the result of just successful communication; they first come into being through the systematic focusing of all brand-relevant company functions - i.e. sales/distribution, service/quality management, product & price development - towards a differentiating service commitment.The thirteenth issue of "Point of View" deals with branding and brand strength within a company. In April 2005 BBDO Consulting, in order to find out the actual importance of the brand within the respective company, carried out a survey among decision-makers at leading DAX companies and larger enterprises with over 5,000 employees on the theme "Internal branding" in Germany and Switzerland. The results clearly reflect the relevance and necessity of internal branding: 70% of the decision-makers asked see its influence on company success as high to very high, with leading DAX companies this rating rises to 90%.
Autor: BBDO Consulting
