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Internal Branding Essay

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2007:016

MASTER'S THESIS

Internal Branding
Development of Brand Values and
Organizational Commitment

Stephen Roast
Nadihezda Silva-Rojas

Luleå University of Technology
D Master thesis
Industrial Organization
Department of Business Administration and Social Sciences
Division of Industrial marketing and e-commerce
2007:016 - ISSN: 1402-1552 - ISRN: LTU-DUPP--07/016--SE

ACKNOWLEDGEMENTS
To write our Masters Thesis has been an extremely demanding and challenging task of hard
work and co-operation. We would like to thank our supervisor Manucher Farhang for all his
assistance, as well as expressing our gratitude to Moa Welinder at Peab AB and Elisa
Saarinen at Svenska Handelsbanken AB for taking the time to support our study and
participate in the interviews to share valuable information in our research area. We would also
like to thank our families for understanding the time and effort that writing this thesis has
taken.

Luleå, February 2007

Nadihezda Silva-Rojas

Stephen Roast

ii

ABSTRACT
Internal branding is considered to be a relatively new approach which assists companies to
focus on the organizational vision and values, by collectively conveying and committing to
one coherent brand message, so as to enhance the corporate brand identity to all stakeholders.
The purpose of this study is to provide a better understanding of the development of internal
branding in organizations. Therefore the following four research questions were applied to
this study: How can the alignment of brand values be described? How can the attaining of
consistent brand values be described? How can organizational brand commitment be
described? How can the sustaining of organizational brand commitment be described? A
literature review was conducted based on the four research questions, which resulted in a
conceptual framework that supported the data collection. A qualitative, multiple-case study
methodology was applied for this...

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