The Influence of Internal Corporate Communicationson Brand Pride: A case study

Abstract: The purpose of this paper is to get a deeper understanding of brand pride as a phenomenon and acompany’s influence on employees’ brand pride through their internal corporate communicationsprocesses. In order to do this, both primary and secondary data were collected and analyzed using a qualitative case study approach. A case company was chosen based on a previous internal surveythat showed that the company’s employees exhibited brand pride. Semi-structured interviews were conducted and documents from the case company were collected in order to analyze according to the analytical model that was developed out of the theory. It was concluded that internal corporate communications processes can contribute towards brand pride in three ways: through clear and explicit communication, repetitive communication, and in matching internal and external communications. It was also found that employees identify with the corporate identity, and thus experience brand pride, differently, contributing towards two types of brand pride: collective and personal brand pride.