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Branding Inside Out

Branding Inside Out

Internal Branding in Theory and Practice

Nicholas Ind


Build a successful brand and create value through the commitment of employees and external stakeholders. A mixture of theory and practice on achieving the active involvement of your organization's people.

Available to pre-order from 3rd July 2017
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About the book

Branding Inside Out offers a detailed and accessible exploration of internal branding. Internal branding is the cultural shift that occurs within an organisation when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind.

Branding Inside Out contains both new thinking and new practice. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes that win the active involvement of their people.

Table Of Contents

    • Chapter - 01: Introduction, by Nicholas Ind;
  • Section - ONE: New Thinking;
    • Chapter - 02: How Brand Citizenship Leads to Better Customer Relations, by Christoph Burmann;
    • Chapter - 03: Employee Based Brand Equity;
    • Chapter - 04: An Organization-¬≠Wide Approach to Brand Building, by Majken Schultz and Mary Jo Hatch;
    • Chapter - 05: Living Brands, by Rik Riezebos;
    • Chapter - 06: The Narratives of Brands, by Oriol Iglesias and Eduard Bonet;
  • Section - TWO: New Practice;
    • Chapter - 07: Hakkasan, by Nicholas Ind;
    • Chapter - 08: DNV GL, by Mark Irvine;
    • Chapter - 09: Adidas, by Christian Kuhna;
    • Chapter - 10: VSO, by Hannah Gilman;
    • Chapter - 11: Patagonia Revisited, by Vincent Stanley;
    • Chapter - 12: Conclusion, by Nicholas Ind

Book Details

  • EAN: 9780749478902
  • Edition: 1
  • Published: 3rd October 2017
  • Paperback
  • Dimensions: 234x156
  • 240 pages

About the Author

Nicholas Ind is an associate professor at Kristiania University College, Oslo, and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is a former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and of the editorial board of the Journal of Brand Management. He was a founding member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together (all published by Kogan Page). He also co-edited Brands with a Conscience.