Question

Topic: Student Questions

Internal Branding During Recession

Posted by Anonymous on 6/23/2009 at 12:05 PM ET 125 Points
I would like to know which questions can I use to do a semi-structured interviews with Swiss experts about the role & practices of internal branding. Also, taking in consideration the economic downturn.

Thank you in advanced.
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RESPONSES

  • Posted by Gary Bloomer on 6/30/2009 at 1:45 PM Accepted
    Dear Pulpito64,

    Forget about the economy. Ignore it. Unless you or anyone connected with this exercise are about to lose a job, a home,
    a car, a pension, or family healthcare benefits, it bears no relevance on your mission at all.

    None. Got that?

    Second, Swiss experts in what? Cheese making? Watch making? Banking? Cuckoo clock carving?

    Third, branding is pretty meaningless without a relationship that greets and meets the needs, and that exceeds the expectations of a niche group of customers.

    Get those things right and attend to them in the greatest of detail and THEN ... and only then ... ought you to turn your attention to the issue of corporate communication, which is probably the true crux of your problem, not branding.

    Until you have a solid relationship with all stakeholders you don't really have a brand. You have a logo and corporate stationery (which is actually corporate identity), but what you do not have is a brand or any notion of branding.

    I realize this might not be the answer you're looking for, but it's my considered opinion based on almost 25 years in marketing and design, and it's intended to help you, not fob you off with something you think you want to hear.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted on 7/4/2009 at 2:50 AM Accepted
    Apart from what Gary suggests, which is over what you are doing right now; to answer your current ques let me first put what am assuming. You are interviewing some experts on how are they focusing on internal branding, esp in this downturn and the actions they are taking.

    You may first want to set the context, categorize these experts against their industry, market comptt and maybe (operating) margins. As them what challenges they are facing, how are they mitigating them, the people in org structure who are involved in inputs on these decisions, how they communicate their actions, also the people they consider customers in this branding (if they consider shareholders etc too?). Then how do they measure results, the variables used. You can infact come with industry/ internal branding best practices using this and then compare these people.
  • Posted on 7/6/2009 at 8:09 AM Author
    Type of work: Master’s thesis
    Thesis title: “Internal branding management during recession”

    Purpose: The aim of my study is to explore the importance of today’s internal branding activities in order to develop some insights of value to scholars and practical recommendations to managers.
    The study is based on the selection of firms ranked on the top 40 most valuable brands in Switzerland by Bilanz-magazine in collaboration with Interbrand.
    Required data and /or information: It would be great if your company could share their experiences and knowledge about internal branding.
    Form and type of data acquisition: semi-structured interview
    Estimated time involved for companies:1 hour with an expert in charge of internal branding, who could be from human resources, communication or marketing department.
    Use and publication of data: by request all information will be kept confidential and on an anonymous basis.
    Access to the results for companies: If the company is interested I could later provide with a copy of my thesis.
    Confidentiality of data and reports: by request all information will be kept confidential and on an anonymous basis.
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