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Engaging employees using the power of the brand to create an internal transformation strategy: The story of one global Telefónica family

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Telefónica brought O2 in 2006. This is the story of how Telefónica used digital media to establish one Telefónica family, and in the process created one of the largest internal brand engagement programmes in Europe. Telefónica wanted their people to feel like one global family, and that meant bringing them together under one employee brand. In Europe, ‘O2 people’ would become ‘Telefónica people’. The challenge was bringing together five countries passionate about O2 and creating one culture, proud of Telefónica.
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Keywords: brand; brand engagement; brand management; culture; employee engagement; internal communications

Document Type: Research Article

Publication date: September 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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