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İçsel Markalaşma Uygulamalarıyla Markanın Örgüt İçerisinde Tutundurulması: ARKAS Holding Örnek Olayı(Promoting Brand Within Organization Via Internal Branding: ARKAS Holding Case Study)

Year 2015, Volume: 22 Issue: 2, 341 - 353, 12.01.2016
https://doi.org/10.18657/yecbu.60197

Abstract

İçsel markalaşma; çalışanların, çalıştıkları işletmenin marka vaadini, marka değerini anlaması ve benimsemesi sonucunda, dış müşterilerin de markayı daha kolay benimseyeceğini savunmaktadır. Bu çalışmanın amacı, ülkemiz literatüründe yeterince ele alınmamış olan içsel markalaşma olgusunu teorik temeller ve uygulama aşamaları açısından açıklığa kavuşturmaktır. Çalışmada ilk olarak markalaşmanın önemine ve markalaşma sürecinde çalışanların rollerine değinilmiştir. Daha sonra içsel markalaşma kavramı, içsel markalaşma uygulamalarında kullanılan teknikler ve araçlar teorik olarak incelenmiştir. Çalışmanın uygulama bölümü için bir hizmet işletmesi olan Arkas Holding’in iki yöneticisiyle, Arkas Holding’deki içsel markalaşma uygulamalarıyla ilgili olarak derinlemesine görüşmeler yapılmıştır. Yapılan görüşmeler sonrasında elde edilen bulgular değerlendirildikten sonra Arkas Holding’de içsel markalaşmanın önemi, içsel markalaşma uygulamalarının nasıl gerçekleştiği, bu süreçte dikkat edilmesi gereken unsurlar ve karşılaşılan zorluklar ortaya konulmuştur.

Internal branding supports the idea that external customers will internalize the brand more easily if employees understand and adopt the brand promise and brand values of the company which they work for. The aim of this study is to clarify internal branding phenomenon, which which has not been discussed enough in the Turkish literature, in terms of literature and application areas. Firstly the study has discussed the importance of branding process and the role of employees in this process. Then, the concept of internal branding, the technics and the tools whics are used for application of internal branding is examined theoretically. In the application part in-depth interviews were conducted with two managers of Arkas Holding about internal branding activities in Arkas Holding. After findings of in-depth interviews were examined the importance of internal branding activities, application process of internal branding, factors should be considered in and the difficulties occurred in internal branding process of Arkas Holding were discovered.

References

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  • http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetterB
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  • Ay, C., Kartal, B., Çevikoğlu, O. (2007). Pazarlama ve İnsan Kaynakları Departmanları Arasında İşbirliği Gerektiren Bir Yaklaşım: İçsel Markalaşma, 15. Ulusal Yönetim ve Organizasyon Kongresi Kitabı, Sakarya, 25-27 Mayıs, 431-440.
  • Bergstorm, A., Blumenthal, D., Crothers, S. (2002). Why Internal Branding Matters: The Case of Saab, Corporate Reputation Review, 5 (2/3), 133-142. doi:10.1057/palgrave.crr.1540170
  • Berry, L. L., Parasuraman, A. (1991). Marketing Services: Competing through Quality. New York: Free Press.
  • Berry, L. L. (1981). The Employee as Customer, Journal of Retail Banking, 3(1), 33-40.
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  • Burmann, C., Zeplin, S. (2005). Building Brand Commitment: A Behavioural Approach to Internal Brand Management. Brand Management, 12(4), 279-300. doi:10.1057/palgrave.bm.2540223
  • Davis, S. M. (2000). Brand Asset Management: Driving Profitable Growth through Your Brands. San Francisco: Jossey-Bass.
  • de Chernatony, L. (2002). Living the Corporate Brand: Brand Values and Brand Enactment. Corporate Reputation Review, 5 (2/3), 115-132. http://connection.ebscohost.com/c/articles/7539210/living-corporate-brand-brand-values-brand-enactment
  • de Chernatony, L., Segal-Horn, S. (2003). The Criteria for Successful Services Brands. European Journal of Marketing, 37(7/8), 1095-1118. http://dx.doi.org/10.1108/03090560310477681
  • Erdil, T. S., Uzun, Y. (2009). Marka Olmak. İstanbul: Beta Basım.
  • Harris, P. (2007), We the People: The Importance of Employees in the Process of Building Customer Experience, Brand Management, 15(2), 102-114. doi:10.1057/palgrave.bm.2550123
  • Harris, F., deChernatony, L. (2001). Corporate Branding and Corporate Brand Performance. European Journal of Marketing, 35 (3/4), 441-456. http://dx.doi.org/10.1108/03090560110382101
  • Goom, S., Maclaverty, N., Mcquillian, P., Oddie, H. (2008), Internal Branding: A Human Resources Perspective. Third in a Series of Research Initiatives Sponsored by Canadian Marketing Association Branding and Strategic Planning Council, August, 2-18.
  • Jacobs, R. (2003). Turn Employees into Brand Ambassadors, ABA Bank Marketing, 35(3), 22- 26. http://connection.ebscohost.com/c/articles/9547887/turn-employees-brand-ambassadors
  • Kahraman, A. (2011). Marka Vaadinin İletilmesi: İçsel Markalaşma. (Yayımlanmamış yüksek lisans tezi). Celal Bayar Üniversitesi/Sosyal Bilimler Enstitüsü, Manisa.
  • Khan, B. M. (2009). Internal Branding: Aligning Human Capital Strategy with Brand Strategy, The Icfai University Journal of Brand Management, 6(2), 22-36.
  • King, C., Grace, D. (2008). Internal Branding: Exploring the Employee’s Perspective, Brand Management, 15(5), 358-372.
  • MacLaverty, N., Mcquillan, P., Oddie, H. (2007). Internal Branding Best Practices Study, Canadian Marketing Association, June, 1-12, http://www.odditie.com/pdf/InternalBranding.pdf
  • McEwen W. J., Robinson, J. (2007). Who Are Your Promise Keepers, Gallup Business Journal, November, http://www.gallup.com/businessjournal/102541/who-your-promise-keepers. aspx
  • Mahnert, K. F., Torres, A. M. (2007). The Brand Inside: The Factors of Failure and Success in Internal Branding. Irish Marketing Review, 19(1/2), 54-63. https://www.dit.ie/media/newsdocuments/2008/neweditionofirishmarketingreview/06MahnertTorres.pdf
  • Mitchell, C. (2002). Selling Brand Inside. Harvard Business Review, 80(1), 99-104. https://hbr.org/2002/01/selling-the-brand-inside
  • Papasolomou, I., Vrontis, D. (2006). Building Corporate Branding through Internal Marketing: The Case of The UK Retail Bank Industry. Journal of Product & Brand Management, 15(1), 37-47. http://dx.doi.org/10.1108/10610420610650864
  • Pringle, H., Thompson, M. (2001). Sosyal Sorumluluk Kampanyalarıyla Marka Yaratmak, Zeynep Yelçe ve Canan Feyyat (Çev.), İstanbul: Scala Yayıncılık.
  • Rafiq, M., Ahmed, P., K. (2000). Advances in the Internal Marketing Concept: Definition, Synthesis and Extension. Journal of Services Marketing, 14(6/7), 449-462. http://dx.doi.org/10.1108/08876040010347589
  • Semmans, D. (2004). The Brand You Save, Marketing Management, May/June, 29-32. https://archive.ama.org/archive/ResourceLibrary/MarketingManagement/Pages/2004/13/3/MMMay04Semans.aspx
  • Tatlıdil, R. (2010). Marka Planlama Süreci, http://www.tedariksistemi.com/jm/index.php?option=com_content&view=article&id=127:marka-planlama&catid=50:marka&Itemid=2.
  • Thompson, T. W., Berry, L.L., Davidson, P.H., (1978). Banking Tomorrow: Managing Markets Through Planning. New York: Van Nsotrand Reinhold Company.
  • Tavassoli, N. (2008). Branding from the inside out. Business Strategy Review, 19(2), 94-95. doi: 10.1111/j.1467-8616.2008.00542.x
  • Tosti, D., Herbst, S., A. (2009). Organizational Performance and Customer Value. Journal of Organizational Behavior Management, 29(3/4), 294-314. doi:10.1080/01608060903092151
  • Yamaç, D. (2003). İçsel Pazarlama: Hizmet İşletmelerinde İşgören Tatmininin Müşteri Tatminine Dönüşmesi ve Örnek Bir Araştırma. (Yayımlanmamış yüksek lisans tezi). Celal Bayar Üniversitesi/Sosyal Bilimler Enstitüsü, Manisa. https://tez.yok.gov.tr/UlusalTezMerkezi/tezSorguSonucYeni.jsp
  • Yin, R. K. (2003). Case tudy Research: Design and Methods, 3rd Edition. USA: Sage Publications Inc.
Year 2015, Volume: 22 Issue: 2, 341 - 353, 12.01.2016
https://doi.org/10.18657/yecbu.60197

Abstract

References

  • Ambler, T., Barrow, S. (1996). The Employer Brand. Journal of Brand Management, 4(3), 185-206. doi:10.1057/bm.1996.42
  • http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetterB
  • Aurand, T. W., Gorchels, L., Bishop, T. R. (2005). Human Resource Management’s Role in Internal Branding: an Opportunity for Cross- Functional Brand Message Synergy. Journal of Product & Brand Management, 14(3), 163-169. http://dx.doi.org/10.1108/10610420510601030
  • Ay, C., Kartal, B., Çevikoğlu, O. (2007). Pazarlama ve İnsan Kaynakları Departmanları Arasında İşbirliği Gerektiren Bir Yaklaşım: İçsel Markalaşma, 15. Ulusal Yönetim ve Organizasyon Kongresi Kitabı, Sakarya, 25-27 Mayıs, 431-440.
  • Bergstorm, A., Blumenthal, D., Crothers, S. (2002). Why Internal Branding Matters: The Case of Saab, Corporate Reputation Review, 5 (2/3), 133-142. doi:10.1057/palgrave.crr.1540170
  • Berry, L. L., Parasuraman, A. (1991). Marketing Services: Competing through Quality. New York: Free Press.
  • Berry, L. L. (1981). The Employee as Customer, Journal of Retail Banking, 3(1), 33-40.
  • Berthon, P., Ewing, M., Hah, L. L. (2005). Captivating Company: Dimensions of Attractiveness in Employer Branding, International Journal of Advertising, 24 (2), 151-172. https://han08hrm.files.wordpress.com/2010/02/week1-berthon.pdf
  • Burmann, C., Zeplin, S. (2005). Building Brand Commitment: A Behavioural Approach to Internal Brand Management. Brand Management, 12(4), 279-300. doi:10.1057/palgrave.bm.2540223
  • Davis, S. M. (2000). Brand Asset Management: Driving Profitable Growth through Your Brands. San Francisco: Jossey-Bass.
  • de Chernatony, L. (2002). Living the Corporate Brand: Brand Values and Brand Enactment. Corporate Reputation Review, 5 (2/3), 115-132. http://connection.ebscohost.com/c/articles/7539210/living-corporate-brand-brand-values-brand-enactment
  • de Chernatony, L., Segal-Horn, S. (2003). The Criteria for Successful Services Brands. European Journal of Marketing, 37(7/8), 1095-1118. http://dx.doi.org/10.1108/03090560310477681
  • Erdil, T. S., Uzun, Y. (2009). Marka Olmak. İstanbul: Beta Basım.
  • Harris, P. (2007), We the People: The Importance of Employees in the Process of Building Customer Experience, Brand Management, 15(2), 102-114. doi:10.1057/palgrave.bm.2550123
  • Harris, F., deChernatony, L. (2001). Corporate Branding and Corporate Brand Performance. European Journal of Marketing, 35 (3/4), 441-456. http://dx.doi.org/10.1108/03090560110382101
  • Goom, S., Maclaverty, N., Mcquillian, P., Oddie, H. (2008), Internal Branding: A Human Resources Perspective. Third in a Series of Research Initiatives Sponsored by Canadian Marketing Association Branding and Strategic Planning Council, August, 2-18.
  • Jacobs, R. (2003). Turn Employees into Brand Ambassadors, ABA Bank Marketing, 35(3), 22- 26. http://connection.ebscohost.com/c/articles/9547887/turn-employees-brand-ambassadors
  • Kahraman, A. (2011). Marka Vaadinin İletilmesi: İçsel Markalaşma. (Yayımlanmamış yüksek lisans tezi). Celal Bayar Üniversitesi/Sosyal Bilimler Enstitüsü, Manisa.
  • Khan, B. M. (2009). Internal Branding: Aligning Human Capital Strategy with Brand Strategy, The Icfai University Journal of Brand Management, 6(2), 22-36.
  • King, C., Grace, D. (2008). Internal Branding: Exploring the Employee’s Perspective, Brand Management, 15(5), 358-372.
  • MacLaverty, N., Mcquillan, P., Oddie, H. (2007). Internal Branding Best Practices Study, Canadian Marketing Association, June, 1-12, http://www.odditie.com/pdf/InternalBranding.pdf
  • McEwen W. J., Robinson, J. (2007). Who Are Your Promise Keepers, Gallup Business Journal, November, http://www.gallup.com/businessjournal/102541/who-your-promise-keepers. aspx
  • Mahnert, K. F., Torres, A. M. (2007). The Brand Inside: The Factors of Failure and Success in Internal Branding. Irish Marketing Review, 19(1/2), 54-63. https://www.dit.ie/media/newsdocuments/2008/neweditionofirishmarketingreview/06MahnertTorres.pdf
  • Mitchell, C. (2002). Selling Brand Inside. Harvard Business Review, 80(1), 99-104. https://hbr.org/2002/01/selling-the-brand-inside
  • Papasolomou, I., Vrontis, D. (2006). Building Corporate Branding through Internal Marketing: The Case of The UK Retail Bank Industry. Journal of Product & Brand Management, 15(1), 37-47. http://dx.doi.org/10.1108/10610420610650864
  • Pringle, H., Thompson, M. (2001). Sosyal Sorumluluk Kampanyalarıyla Marka Yaratmak, Zeynep Yelçe ve Canan Feyyat (Çev.), İstanbul: Scala Yayıncılık.
  • Rafiq, M., Ahmed, P., K. (2000). Advances in the Internal Marketing Concept: Definition, Synthesis and Extension. Journal of Services Marketing, 14(6/7), 449-462. http://dx.doi.org/10.1108/08876040010347589
  • Semmans, D. (2004). The Brand You Save, Marketing Management, May/June, 29-32. https://archive.ama.org/archive/ResourceLibrary/MarketingManagement/Pages/2004/13/3/MMMay04Semans.aspx
  • Tatlıdil, R. (2010). Marka Planlama Süreci, http://www.tedariksistemi.com/jm/index.php?option=com_content&view=article&id=127:marka-planlama&catid=50:marka&Itemid=2.
  • Thompson, T. W., Berry, L.L., Davidson, P.H., (1978). Banking Tomorrow: Managing Markets Through Planning. New York: Van Nsotrand Reinhold Company.
  • Tavassoli, N. (2008). Branding from the inside out. Business Strategy Review, 19(2), 94-95. doi: 10.1111/j.1467-8616.2008.00542.x
  • Tosti, D., Herbst, S., A. (2009). Organizational Performance and Customer Value. Journal of Organizational Behavior Management, 29(3/4), 294-314. doi:10.1080/01608060903092151
  • Yamaç, D. (2003). İçsel Pazarlama: Hizmet İşletmelerinde İşgören Tatmininin Müşteri Tatminine Dönüşmesi ve Örnek Bir Araştırma. (Yayımlanmamış yüksek lisans tezi). Celal Bayar Üniversitesi/Sosyal Bilimler Enstitüsü, Manisa. https://tez.yok.gov.tr/UlusalTezMerkezi/tezSorguSonucYeni.jsp
  • Yin, R. K. (2003). Case tudy Research: Design and Methods, 3rd Edition. USA: Sage Publications Inc.
There are 34 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Aysun Kahraman

Canan Ay This is me

Publication Date January 12, 2016
Published in Issue Year 2015 Volume: 22 Issue: 2

Cite

APA Kahraman, A., & Ay, C. (2016). İçsel Markalaşma Uygulamalarıyla Markanın Örgüt İçerisinde Tutundurulması: ARKAS Holding Örnek Olayı(Promoting Brand Within Organization Via Internal Branding: ARKAS Holding Case Study). Yönetim Ve Ekonomi Dergisi, 22(2), 341-353. https://doi.org/10.18657/yecbu.60197