Internalising the brand

Internal branding has become a focus of research interest especially in service led organisations. However, interest in employee understanding and brand supportive behaviour is an under researched area (Punjaisri and Wilson 2007). This paper aims to add insights regarding internal branding and brand delivery from a new employee perspective in a retail context. It reveals new employees’ understanding of brand values, their use in everyday work and the congruence with management expectations. As a result of this research specific recommendations were made to the organisation in order to develop an improved internal branding programme