Ensuring employees form relationships with the brand they work for has recently become a key element of a firm’s effective marketing strategy. Those firms where employees behave in accordance with the brand and its values are those most likely to gain and to sustain a competitive advantage. By conducting a thorough analysis of the following article, industry sources and drawing on the broader branding theories, write an essay of no more than 2500 words answering the following question “How has Singapore Airlines gained a competitive advantage using an internal branding strategy”? Chong, M., 2007. The role of internal communication and training in infusing corporate values and delivering brand promise: Singapore Airlines’ experience. Corporate Reputation Review, 10(3), pp.201-212.
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