Abstract
When brands were first invented they were simple selling propositions: messages sent from sellers to buyers. Branding was the way products were packaged and communicated. It was an ‘inside-out’ process – a way for the company to present its wares to external audiences. Branding and externally focused marketing communications were almost synonymous.
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© 2006 Andreas Bauer, Björn Bloching, Kai Howaldt, and Alan Mitchell
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Bauer, A., Bloching, B., Howaldt, K., Mitchell, A. (2006). Winning internal brand Engagement. In: Moment of Truth. Palgrave Macmillan, London. https://doi.org/10.1057/9780230203884_8
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DOI: https://doi.org/10.1057/9780230203884_8
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-54745-6
Online ISBN: 978-0-230-20388-4
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