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What is Internal Brand Management (IBM)

Chapter 2
Antecedents and Outcomes of Employee-Based Brand Equity
This is a corporate strategy and a process, where the employees are trained and motivated to deliver the brand promise, rather, they are expected to live the brand promise.
Published in Chapter:
Impact of Employee-Based Brand Equity on Customer-Based Brand Equity
Muhammad Abrar (Government College University, Faisalabad, Pakistan), Ahmad Sohail Khan (Government College University, Faisalabad, Pakistan), and Li Xiang (Huanggang Normal University, China)
Copyright: © 2022 |Pages: 15
DOI: 10.4018/978-1-6684-3621-9.ch002
Abstract
The chapter describes brand equity and its types. Moreover, it brings unique pieces of work representing the phenomenon of internal brand management (IBM) along with the impact of employee-based brand equity (EBBE) on customer-based brand equity (CBBE). There are mainly three types of brand equity: financial brand equity, CBBE, and EBBE. The author has referred to the literature on EBBE and CBBE in chronological order. The prominent models of CBBE and EBBE are briefly discussed. The impact of EBBE on CBBE is highlighted; moreover, the combined effect of both EBBE and CBBE on the market performance of the organization is described through a framework. The application of EBBE across various industries is also discussed in the chapter. The author has cited the most significant work on brand equity in a descriptive way highlighting the importance of brand equity in general and the impact of EBBE on CBBE in particular. The importance, integration, and combined effect of EBBE and CBBE on market performance have been discussed.
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