The course will integrate HR management and branding theory, and focus on the importance of the organization's human capital. Examples will be international companies in sportswear, finance, automotive and telecoms.

The principles of internal branding: A participatory way of involving employees in creating value for consumers; emphasizes the importance of employees in acquiring, sustaining and developing consumers. The course will show the role managers must play and look at the framework of freedom given to employees.

Defining brands: We will look at processes for defining brands and again focus on participation so employees can engage with the organization's ideology.

Communicate brands: Focus on the importance of inspiring people to use the brand in everyday life. We will study cases from effective communication processes and see the effect on employees' perception of identity.

Building the brand into HR processes: How the brand idea contributes to recruitment, development, measurement and rewards.

Living the Brand: Integrating the brand into the organization. To show the mechanisms that engage people with the brand idea.

Long-term orientation: Commitment of key people in the organization. Commitment of customers. Leadership and structure. Evaluation.

Subject description 2209

Internal Branding

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