The Internal Branding Process

A hierarchical combination of internal branding processes and roles is associated with purchasing employee knowledge and actions. Brand is a trade name that can be distinguished from other products and services (IP Office, 2013). Another meaning of the brand is to communicate commitments and information to customers (IP Office, 2013). Strong brands can further advance the company within the industry and increase the company's potential (Temporal, 2010). Therefore, the brand is a characteristic of the company.

This is the classic definition of the brand, in recent years the brand definition includes internal processes and organization processes. Heding, Knudtzen, and Bjerre define seven different ways to define brands. Seven different approaches are economic methods, identity methods, consumer-based methods, personality methods, relationship methods, community methods, and cultural methods. An economic approach is a traditional way of defining a brand based on a marketing mix. The identity approach links the brand to the company's identity. The consumer-based approach is based on the brand definition of consumer perception and brand association. Personality methodology defines brands based on roles, celebrities, or role models. The relational approach defines it as a viable relationship partner. Community approach shows brand as social interaction, cultural approach defines different cultural symbols.

In addition, Urde (2003) stated that the brand building process can be divided into two parts: internal and external. It defines an internal process as an internal process that is mainly used to describe the relationship between the organization and the brand, for the internal purpose of allowing the organization to achieve its brand. Last year, when British financial institution Abbey National changed the brand and the company announced the loss of GB and pound in February 2004, making money with its unique print advertisement mark can be counterproductive There is sex. 9.21 million. The key principle of building a brand is not to promise what you can not offer (Smith 2004). Instead, the external process includes the relationship between the brand and the customer. The external goal is to create value and build relationships with customers.