DIMENSIONS OF INTERNAL BRANDING -A CONCEPTUAL STUDY

Brands are treated as a critical success factor for generating competitive advantage. Hence brand building efforts are keen to adopt unique ways of value creation process and to deepen the brand-customer relationship. A shift in the focus of organizations to customer- centric perspective from goods-centric perspective recognize brand as an entity of functional and emotional values. This approach to brand management has evolved when the attention of the branding exercise is focused on intangible and internally driven emotional attributes. When brands connect emotionally with the customers, the point of difference is not just in what customers receive but also in how they receive it. The purpose of this research is to provide a conceptual framework of the internal branding process based on the critical review of relevant literature in the domain. The study underpins the rationale behind the relationship between the various dimensions that causes and effects the internal branding mechanism. Some companies whose onus of their overall success of internal branding is added as evidence for the practical implications of internal branding. Since a brand is much more than a “recognition factor” it is more of a “feeling good” factor that builds a strong customerbrand relationship. Future research can empirically study the dimensions identified in this conceptual study.