Developing a Conceptual Model for Holistic Branding – Finding the Sweet Spot Where Internal Brand Culture Intersects With External Brand Experience

Abstract

This research paper elaborates on how a brand can integrate internal and external branding seamlessly. While internal and external branding are both essential in building a brand, yet they have been treated as separate entities. This paper proposes a model for 'Holistic Branding,' which emphasizes the sweet spot where the brand intersects with its employees and the customers by creating an effective internal brand culture and external customer experience. As part of this research, we identify some key parameters, which serve as a guide for defining a brand as a 'Holistic Brand.' These five parameters include having a clear purpose, walking the talk, putting people first, focusing on innovation, driving sustainability.

These parameters are the common driving factors of brand culture (i.e., internal branding) and brand experience (i.e., external branding). Using case examples of Amazon and Google, the paper illustrates the functioning of a Holistic Brand. The conceptual model can be tested further by scholars, thereby fueling further empirical studies.