This paper provides an approach for branding a service. The approach integrates David Aaker's Brand Identity framework, with the IPs of services marketing and the economic classification of goods. The 7Ps of services are product\price, place, promotion, physical evidence, process and people. The...

Internal branding has a positive impact on attitudinal and behavioural aspects of employees. The effectiveness of internal branding depends on an understanding of the internal as well as the external environment of the organization. Organizations can build a strong employee brand image by...