Inner branding and management

Importance of in-house penetration

In a survey of attitudes conducted at a number of corporations listed on the first section of the Japanese stock exchanges, around 60% of managements answered that they conducted business in accordance with corporate philosophy, but only 13% of employees did/thought so.

As the company’s philosophy and brand concept is reflected not only in the actual business activity but also in the work motivation of employees, it’s in-house penetration is achieved in various ways. Communication of the value promise can be carried out through the holding of workshops, use of books and films as penetration tools, and development of symbolic business projects and products.

Danske Bank Group’s online design manual

IT-based participatory brand management

Using the intranet as a tool for inner branding, the sharing of information such as brand attitude surveys and activity reports is promoted.

AUDI corporate design portal site