Internal identity

Branding Three out of four top German and Swiss companies consider internal branding to be crucial to their success and see their employees as "brand ambassadors". 90 percent of the 30 large corporations listed in the German stock index (DAX) are of this opinion. This is the result of a representative study by BBDO Consulting, which is exclusively available to Werbewoche and takes into account the 500 companies with the highest turnover on both sides of the Rhine. According to the study, the marketing managers surveyed see the primary goal of internal company branding as achieving a stable collective identity among their employees, which in turn should serve as the basis for consistent external communication. The intranet (24%) and the employee magazine (22%) are the most common means used for this purpose. These are followed by e-mails, posters, workshops and corporate TV, although the latter instrument is practically only used by DAX companies.
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