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An Analysis of Internal Branding Best Practices In ITES Sector in India

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Author(s): Prachi Maheshwari | Javed Alam Khan

Journal: International Journal of Knowledge and Research in Management and E-Commerce
ISSN 2231-203X

Volume: 2;
Issue: 1;
Start page: 14;
Date: 2012;
Original page

ABSTRACT
The definition of brand has become a customer experience based concept. Therefore, it is not surprising that businesses are looking for ways to ensure that the brand experience is delivered in a way that stays true to the brand promise. But staying true to the brand promise is easier said than done. Senior management typically develops brand strategy, while the actual brand experience is most often delivered by the least-informed and lowest paid service associates. Also, to further complicate matters, these front line associates are often part-time. Best practices in internal branding can build that crucial bridge between strategy and execution. The paper talks about best practices in Internal branding in ITES Sector in India, with its challenges, techniques and tools. Various parameters are judged from the industry and it was analyzed that what is the satisfaction level of employee
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