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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.

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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

  • Section - 01: The changing world of internal branding – Nicholas Ind, Associate Professor at Kristiania University College;
  • Section - 02: Living brand orientation: How a brand oriented culture supports employees to live the brand – Holger J Schmidt, Full Professor of General Management and Marketing at Koblenz University of Applied Sciences;
  • Section - 03: Unleashing the internal fan community through brand oriented leadership – Felicitas Morhart, Full Professor of Marketing at the University of Lausanne;
  • Section - 04: Bond Dickinson: Leading by example – Erika Uffindell, Director of The Global Institute for Conscious Leadership;
  • Section - 05: Internal branding: A roadmap to brand value co-creation – Fathima Saleem, Assistant Professor, Ryerson University and Oriol Iglesias, Associate Professor, ESADE Business School;
  • Section - 06: Transforming Brand and culture at NN Group – Marije Scholma, Head of Internal and External Communications at NN Group, Remco Barbier, Head of Branding at NN Group and Chris Kersbergen, Head of Employee Experience at NN Group;
  • Section - 07: Living the CSR brand: Model, best practices and recommendations – Carsten Baumgarth, Full Professor, Berlin School of Economics and Law and Lars Binckebanck, Full Professor of International Marketing at Furtwangen University;
  • Section - 08: Participation builds the brands: VSO’s people brand – Nick Pullan, Director of a fashion brand and Member of the Chartered Institute of Personnel and Development and Hannah Gilman, marketer with 7 years at VSO as Brand and Communications Manager;
  • Section - 09: The characteristics of Living Brand Companies – Rik Riezebos, Managing Director of EURIB/ European Institute for Brand management;
  • Section - 10: How adidas attracts and retains talent – Steve Fogarty, leads the Global Talent Futures Team at Adidas Group;
  • Section - 11: Internal brand management: Employees as a target group for brand management – Christoph Burmann, Professor at the University of Bremen and Rico Piehler, postdoctoral researcher at the Chair of Innovative Brand Management at the University of Bremen;


Nicholas Ind and his colleagues have it exactly right when they show that great brands are sown and cultivated rather than manufactured. The next step is to make the best possible use of these insights: to let the human impulse to learn, co-operate, and live out our deepest values help create thriving businesses that address rather than worsen the world's most challenging problems.
Vincent Stanley, Director of Patagonia Philosophy, United States

Bridging theory and practice, the writers of Branding Inside Out prove the vital role that employees play in building brands. This insightful book demonstrates that it is employees who create powerful experiences for customers and thus build strong brand value.
Professor Bernd Schmitt, Columbia University, New York

Ind presents an imperative for internal branding as much more than clever communication. The book, through collaborators and exemplar cases, compellingly demonstrates that values, culture and engagement can empower employees to continuously recharge their brand passion and live the brand to create and co-create value for and with customers.
Bill Merrilees, Professor of Marketing, Griffith Business School, Australia

Book Details

  • EAN: 9780749478902
  • Edition: 1
  • Published: 3rd October 2017
  • Paperback
  • Dimensions: 230x155
  • 224 pages

About the Author

Nicholas Ind is an associate professor at Kristiania University College, Oslo, and a partner in Equilibrium Consulting. 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.

Nicholas Ind