The Prospect of Internal Branding in the Corporate Sector of Bangladesh A Study on the Professionals in Service Industry

Abstract

This empirical research aims at analyzing the potential of internal branding practices from the perspective of the professionals in the corporate sector of Bangladesh. Since a growing number of corporations and the services they offer, are playing a vital role in upholding the economic development of the country, this research has been undertaken to comprehend the need for internal branding and its implications in the service sector of the country. The study attempts the importance and contribution of employees for the success of branding interventions. This qualitative research has been pursued by collecting primary data through semistructured questionnaire survey with a sample size of 103 professionals in the service sector of the country. The analysis was conducted using SPSS 20.0 that incorporated basic descriptive statistics and crosstab. The analysis reveals that, employee’s perceptions about the internal branding practices are influenced by the management interventions and employee’s knowledge about the brands of the organization. In this regard, effective internal branding practices also have an impact on the brand performance. Thus the study adds value in the present literature by highlighting the internal branding insights for the employees and indicates the scope of future study on assessing the inter-connections between employee’s brand values and the external branding practices of the organization. Keywords— Brand, brand values, internal branding, brand performance, brand knowledge.