Why Internal Branding Matters: The Case of Saab

In this paper, the concept of internal branding is reviewed and its importance to the overall brand engagement is outlined, as is its relationship with the field of reputation management. The Brand Consultancy's internal branding methodology is introduced in theoretical terms, and then applied to a successful engagement with Saab Automobiles. Challenges, lessons, and broader implications are discussed. Although most people think of branding in external terms, there is increasing realization that the inside and the outside of the brand must match. A brand's audiences test it in many ways. All of these things contribute to form an impression - one that may not even really be conscious. What companies have really overlooked, until now, is that importance of people in relaying the brand message, regardless of their level in the hierarchy or job description.