'internal branding' is a correct and usable phrase in written English.
It is often used to refer to a company's efforts to build a positive identity and culture among its own employees. For example, "Our company has been working hard to promote our internal branding to ensure all employees feel excited and passionate about our work."
Meanwhile, at the big corporation, the diversity-management program functioned mainly as a surreal exercise in internal branding, entirely separate from the legal department (which handled claims of discrimination).
One we call Super Search, which is our internal branding of the capability.
Thus, managers have to carefully strategize these elements in their internal branding initiatives to come out with excellent corporate image.
In fact, only last week Amsterdam hosted a conference of the "Strategic Marketing and Branding Forum", focusing on the shift to internal branding.
The brand strategy and logo work were handled by Lippincott and an internal brand creative team at Petco.
Mr. Grey also put it under the Nickelodeon name, to help build up Viacom's internal brands as the DreamWorks team departed.
Jones said it could now consider internal brands and other licensing options to supplement sales that it had been precluded from exploring while under contract with Polo Ralph Lauren.
But PNC is not about to roll out the four-day workweek companywide, wait for productivity gains and, on that base, build an internal brand.
Mercedes' internal brand program, MB Select, provides a framework that gives employees who have direct customer contact the flexibility to do what they deem necessary to keep those customers happy.
"Our internal brand statement is, 'Maaco turns the car you drive back into the car you love.' " Mr. Furse describes a letter he received from a happy customer ("I get letters from angry customers as well," he adds) who brought a 16-year-old car into a local Maaco for a makeover before it was to be given as a gift to a nephew.
Lori Rosenwasser is global director of internal brand engagement at Landor Associates, a branding consulting and design firm.
