ÍNDICE

1- The Changing world of internal branding;

2- Living brand orientation: how a brand-oriented culture supports employees to live the brand;

3- Unleashing the internal fan community through brand-oriented leadership;

4- Bond dickinson: Leading by exemple;

5- Internal branding: A roadmap to brand value co-creation;

6- Transforming brand and culture at NN group;

7- Living the CSR brand: Model, best practices and recommendations;

8- Participation builds the brand: VSO´s people brand;

9- Living brands: the characteristics of living brand companies;

10- How adidas attracts and retains talent;

11- Internal brand management: employees as a target group for brand management.

Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people.