Internt blir Externt? : En studie om intern varumärkesbehandling i kreativa miljöer

To work actively on creating value for brands is not an easy task. There are so many brands out there today and major strategies are required to stand out among all of them. The purpose of this study is to see whether companies that usually help other companies to enhance the value of their brand, actively work to empower their own brand internally, within the company. Do they forget that they in fact have a brand of their own to focus on while constantly helping others? This study is focused on two media companies and the study is based on qualitative interviews with people on different positions within the companies, in order to get a fair view of this issue. My results of this study shows that these two companies does not work on enhancing their own brand internally but it also shows double standards, since both companies find it crucial to have a strong brand to reach out to people on the market