Role of Internal Brand Communication in Organizational Success : Banking Sector

Abstract

In recent years, the concept of branding has evolved and with time the application of this concept has pushed the limits. Now branding is not a concept limited to marketers or considered as a tactic to increase sales but has also taken as a tool to represent company values and ethics. This led to the core of the research “The Internal Branding and its significance in an organization success”. In order to justify the point of view stated above, I took the example of banking sector operating in Pakistan and considered the knowledge and responses of employees, employers and customers, in order to know the broader view of internal branding related to three main stakeholders of any organization.