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Why Internal Branding Matters: The Case of Saab

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In this paper, the concept of internal branding is reviewed and its importance to the overall brand engagement is outlined, as is its relationship with the field of reputation management. The Brand Consultancy's internal branding methodology is introduced in theoretical terms, and then applied to a successful engagement with Saab Automobiles. Challenges, lessons, and broader implications are discussed.Corporate Reputation Review (2002) 5, 133–142; doi:10.1057/palgrave.crr.1540170
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Document Type: Research Article

Affiliations: 1: 1Institute for Brand Leadership 2: 2Independent Strategic Brand Consultant

Publication date: 01 October 2002

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