Internal branding as a tool for integrated organisational alignment
Within an evolving business environment, it is central to the continuing success of organisations that internal communication be taken into consideration in the quest to increase organisational competitive advantage. This paper explores the importance of an alignment existing between internal organ...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
|
| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1744 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Within an evolving business environment, it is central to the continuing success of organisations
that internal communication be taken into consideration in the quest to increase organisational
competitive advantage. This paper explores the importance of an alignment existing between
internal organisational values and the external organisational image. As such, to guarantee
the promotion of employee satisfaction through an internal organisational alignment strategy,
improvement should be made to internal communication strategies. As it implemented internal
branding initiatives so as to align internal stakeholders with the core organisational values and its
external corporate brand image, Absa Bank is the chosen sample. Through qualitative research,
the participants concur that the aim of the internal branding initiative is to improve the quality of
service rendered, to retain external customers, and to impact positively on the bank’s profitability.
Based on the research, the data analysis reveals that a key contribution is the conceptualisation
of the term ‘integrated organisational communication’.
|
|---|---|
| ISSN: | 0259-0069 2957-7950 |