Efficacité et limites de l’Internal Branding : une analyse par les pratiques

Internal branding has become increasingly common in nowadays management. The company’s brand is a connector between the company [the internal] and the external worlds of markets, clients and stakeholders. The company’s brand thus enables the company to achieve an increase in performance, either during a strategic repositioning or during an organizational change. Employees are sensitive to the different dimensions developed by the brand and particularly its emotional dimension; they tend to identify more strongly to the brand than to their company. The efficiency of the internal brand programs is however questioned when the employees’ voices expressing their own representations are listened, revealing great differences with the official discourse on internal branding. Explaining and understanding these discrepancies brings upfront new managerial recommendations that go beyond the usual professional discourse on internal branding.