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Branding Inside Out

Branding Inside Out

Internal Branding in Theory and Practice

Nicholas Ind

From £16.66

Build a successful brand and create value through achieving the active involvement of your organisation's people.

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About the book

Internal branding is the cultural shift that occurs within an organization 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 on internal branding. 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, and win the active involvement of their people.

Online resources include supporting PowerPoint slides and case studies for each chapter.

Table Of Contents

    • Chapter - 01: The Changing World of Internal Branding [Nicholas Ind];
    • Chapter - 02: Living Brand Orientation: How a Brand-Oriented Culture Supports Employees to Live the Brand [Holger J Schmidt];
    • Chapter - 03: Unleashing the Internal Fan Community through Brand-Oriented Leadership [Felicitas Morhart];
    • Chapter - 04: Bond Dickinson: Leading by Example [Erika Uffindell];
    • Chapter - 05: Internal Branding: A Roadmap to Brand Value Co-Creation [Fathima Saleem and Oriol Inglesias];
    • Chapter - 06: Transforming Brand and Culture at NN Group [Marije Scholma, Remco Barbier and Chris Kersbergen];
    • Chapter - 07: 'Living the CSR Brand': Model, Best Practices and Recommendations [Carsten Baumgarth];
    • Chapter - 08: Participation Builds the Brands: VSO’s People Brand [Nick Pullan and Hannah Gilman];
    • Chapter - 09: Living Brands: The Characteristics of Living Brand Companies [Rik Riezebos];
    • Chapter - 10: How adidas Attracts and Retains Talent [Steve Fogarty];
    • Chapter - 11: Internal Brand Management: Employees as a Target Group for Brand Management [Christoph Burmann and Rico Piehler]


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


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Book Details

  • EAN: 9780749478902
  • Edition: 1
  • Published: 3rd October 2017
  • Paperback
  • Format: 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 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

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