Getting it right on the inside : The challenge of internal branding

Abstract

The world is dominated by brands. Almost everywhere we look and in most things we do, brands touch upon and influence our lives. According to Rita Clifton – Chairman of the world’s leading brand consultancy Interbrand – brands are one of the most stable of corporate assets, “demonstrably the most powerful and sustainable wealth creators in the world”.

Citation

(2003), "Getting it right on the inside : The challenge of internal branding", Strategic Direction, Vol. 19 No. 10, pp. 10-12. https://doi.org/10.1108/02580540310499479