Integrating Internal Branding in Marketing Strategy

Article OPEN
Slavova Milanka;
(2013)
  • Journal: Ovidius University Annals, Economic Sciences Series,volume XIII,issue 1 May,pages989-998
  • Subject: internal branding, behavioral branding, brand understanding, brand loyalty
    • jel: jel:M31

Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Int... View more
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