The purpose of this study is to investigate how internal branding practices can contribute to successful corporate brand building. The thesis is based on a case study of the successful Swedish brands Saab AB, SAS Sverige and Skanska. The results show that
Background: In the existing branding literature there is no distinction made between theories for building product- and services brands although services have very different characteristics compared to products. The services characteristics imply that the customer has a high need of reassurance that
Positioning and the creation of a brand personality are becoming more and more important to companies as they try and reach out to customers. As competition becomes harder for nearly all companies and organizations it is becoming more and more important to