Internal Branding: An Engine in Building and Sustaining Brand Equity – A Conceptual Paper

Abstract

The 21st century business environment is very dynamic, competitive and complex due to unpredictable changing consumer behaviour, savvy customers, globalization and the impact of technology in general. Organization managers are struggling to think and rethink of the best competitive marketing strategies that can help them to survive in the game. One of the strategies effectively utilized is branding. Organizations are struggling to build appealing, and strong brands that can help to outlive in the game and make profit. Considering that, different strategies employed by managers to invest in building strong brand equity have been promoted in literature; conceptualization of the power of internal branding in building strong brand equity is not clearly established. Therefore, this paper aims at conceptualizing internal branding as an important instrument or strategy that can help an organization to build and sustain brand equity.