How internal branding affects brand equity : a gambling industry case study

Abstract

The aim of this research is to outline the essentialness of internal branding. This paper discusses the various aspects of internal branding and provides information on how companies and other organisations can create actionable plans and preparations for internal branding, build a more effective organisational structure for it, and successfully execute internal branding activities. A qualitative approach was selected for the research in order to build an in-depth understanding about internal branding aspects and to unpack the meanings people ascribe to activities related to it in an organisation. Case study method was selected to develop an insightful understanding of the experiences related to internal branding. The case study organisation, Good Game, sold a market leading product in the gambling industry for a staggering €15 million. This research offered a great opportunity for insights on what kind of part did internal branding play in the organisation behind the brand. Albeit Good Game has some room for improvement, it is safe to say that the clear disconnection between the understanding of external and internal branding, does not so evidently apply to them. A summarised action plan follows for the case study organisation to improve their internal branding. Firstly, simplify the brand and its dimensions and communicate the simplified brand. Secondly, clarify the individual responsibilities related to the delivery of brand promise as everyone contributes to the delivery, be it directly or indirectly. Thirdly, communicate the social value the brand creates, in other words, the wider non-financial impact their actions have and what, hopefully positive, the difference they make to the society as a whole. Lastly but not least, create a plan for decorating the office to bring the brand alive every day and then execute on that plan.