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...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1744 |
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| _version_ | 1832593807079636992 |
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| author | Julia Scheffer Andrea Crystal |
| author_facet | Julia Scheffer Andrea Crystal |
| author_sort | Julia Scheffer |
| collection | DOAJ |
| description |
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’.
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| format | Article |
| id | doaj-art-e774b3b33d9349549e5fc6b81941f419 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-e774b3b33d9349549e5fc6b81941f4192025-01-20T08:52:10ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-01271-210.36615/jcsa.v27i1-2.1744Internal branding as a tool for integrated organisational alignmentJulia Scheffer0Andrea Crystal1University of JohannesburgUniversity of Johannesburg 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’. https://journals.uj.ac.za/index.php/jcsa/article/view/1744integrated organisational alignmentInternal brandingAbsa Bankexternal organisational image |
| spellingShingle | Julia Scheffer Andrea Crystal Internal branding as a tool for integrated organisational alignment Communicare integrated organisational alignment Internal branding Absa Bank external organisational image |
| title | Internal branding as a tool for integrated organisational alignment |
| title_full | Internal branding as a tool for integrated organisational alignment |
| title_fullStr | Internal branding as a tool for integrated organisational alignment |
| title_full_unstemmed | Internal branding as a tool for integrated organisational alignment |
| title_short | Internal branding as a tool for integrated organisational alignment |
| title_sort | internal branding as a tool for integrated organisational alignment |
| topic | integrated organisational alignment Internal branding Absa Bank external organisational image |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1744 |
| work_keys_str_mv | AT juliascheffer internalbrandingasatoolforintegratedorganisationalalignment AT andreacrystal internalbrandingasatoolforintegratedorganisationalalignment |