Internal branding in multi-layered South African retail organisations
Date
2015-05-21
Authors
Ramkissoon, Syreeta
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Abstract
ABSTRACT
The purpose of this exploratory study was to investigate internal branding at a multi-layered South African retailer. For purposes of this study, the concept of a multi-layered retailer refers to one that exists as an umbrella brand as well as houses other corporate brands that cater for different customer groups. There were two separate data collection methods used as part of a mixed method approach.
The first part of the study was quantitative approach and conducted by means of a structured online survey questionnaire aimed at customer facing employees whereby the intention was to understand how they perceived the internal branding activities that they were exposed to. Overall, the results showed that majority of employees had positive perceptions of the internal branding activities that they were exposed to. This is indicative that the retailer has been effective in executing its internal branding activities. However, there were a few areas of concern which can be used as key learnings for this retailer as well as other multi-layered retailers.
The second part of the study warranted a qualitative approach and was gathered by means of a semi-structured questionnaire. The aim was to gain insight into the opinions of brand managers across the various brands regarding which departments in the retailer should be responsible for managing the different aspects of a particular corporate brand. The results show that each brand should be managed separately with the umbrella brand taking responsibility for the recruiting and training of store levels only. The results also show that the brand managers prefer to be awarded with decision-making power as they feel unable to optimally fulfil their job functions. One key learning is that it may be beneficial to consult brand managers when making brand decisions as they have valuable insight that may be prove useful.
Description
MBA 2014
Keywords
Brand name products, Corporate image