Branding inside out : internal branding in theory and practice

The changing world of internal branding -- Living brand orientation: how a brand-oriented culture supports employees to live the brand -- Unleashing the internal fan community through brand-oriented leadership -- Bond Dickinson: leading by example -- Internal branding: a roadmap to brand value co-creation -- Transforming brand and culture at NN group -- 'Living the CSR band'" model, best practices and recommendations -- Participation builds the brand: VSO's people brand -- Living brands: the characteristics of living brand companies -- How Adidas attracts and retains talent -- Internal brand management: employees as a target group for brand management