Branding strategies for service firms- a study on the selected Internet Service Providers (ISPs) in Bangladesh
DOI:
https://doi.org/10.18034/abr.v2i1.122Keywords:
Branding, Strategy, Internal Marketing, ISPAbstract
Research work has been done on how to create a brand supporting behaviour but most of the time the existing insights have generally stemmed from research with management, brand practitioner’s and even consumers’ perspectives. Very little has been done to research the employees’ perception towards internal branding and to compare the view of the management and employees’ on internal communication. The existing researches are also done on mostly in the context of the businesses in industrialize countries whereas this research would be an intent to find the internal branding practice in a service firm in a country of developing economy. This would able to identify the gap in the practice of internal branding in different socio-economical context. This research is dedicated to find out both back end and front end skilled employees’ view towards internal communication in a service firm and based on the findings attempt would be done to see whether the staffs perceive their role differently towards the brand. For conducting the research qualitative data were gathered from the qualitative survey by questioning different employee and management about the internal brand communication and the analysis was done on that. With the respondents view on the internal marketing process, the management do not have fully structured plan to implement a sound internal branding strategy. With a given economical constraint it is not always possible to practice all the aspect of management science, but from the study of the company we can see that service firms such as ISP (internet service provider) companies in weaker economical countries could increase the internal communication practice by just altering the existing inter-departmental communication monitored by innovative senior management, co-ordination of HRM and Marketing with input from engineers.
Downloads
References
Ambler, T. and Styles, C. (1996), “Brand development versus new product development: towards a process model of extension de-cisions”, Marketing Intelligence & Planning, Vol. 14 No. 7, pp. 10-19
Aurand,TW;Gorchels, L and Bishop, TR(2005) ‘Human resource man-agement’s role in internal branding’, Journal of Product & Brand Management, Volume 14 • Number 3 • 2005 • pp.163–169
Backhaus ,K and Tikoo,S (2004), ‘Conceptualizing and researching employer branding’, Career Development International , Vol. 9 No. 5, pp. 501-517
Balmer, J.M.T. and Wilkinson, A. (1991), ``Building societies: change, strategy and corporate identity'', Journal of General Management, Vol. 17 No. 2, pp. 20-33.
Bent Flyvbjerg, "Five Misunderstandings About Case Study Research." Qualitative Inquiry, vol. 12, no. 2, April 2006, pp. 219-245.
Berry, L., Lefkowith, E. and Clark, T. (1988), “In services, what’s in a name”, Harvard Business Review, Vol. 66, pp. 28-30
Boulding, K.E. (1956), The Image, University of Michigan Press, Ann Arbor, MI.
Burton ,D (2000), “Research Training for Social Scientists” , Sage Pub-lications, First Edition
‘Building brand values through internal marketing’, Strategic Direction VOL. 23 NO. 6 2007, pp. 8-9 Review of Papasolomou, I. and Vron-tis, D. (2006), ‘‘Building corporate branding through internal marketing: the case of the UK retail banking industry’’, Journal of Product & Brand Management, Vol. 15 No. 1, pp. 37-47.
Christine Vallaster and Leslie de Chernatony (2006), ‘Internal brand building and structuration: The role of leadership’ European Jour-nal of Marketing ,Vol. 40 No. 7/8, pp. 761-784
Ciulla, J.B. (1999) The importance of leadership in shaping business values. Long Range Planning 32(2), 166–72
Dachler, H.P. (1988), “Constraints on the emergence of new vistas in leadership and management research: an epistemological over-view”, in Hunt, J.G., Baliga, B.R. and Dachler, H.P. (Eds), Emerg-ing Leadership Vistas, Lexington Books, Lexington, MA, pp. 261-85
Dachler, H.P. (1992), “Management and leadership as relational phe-nomena”, in van Cranach, M., Doise, W. and Mugny, J. (Eds), So-cial Representation and the Social Basis of Knowledge, Haupt, Bern, pp. 169-78.
Dachler, H.P., Pless, N. and Raeder, S. (1994), “Psychologie der Fu¨hrung: Fragen und Antworten im Spannungsfeld unterschiedlicher Wertvorstellungen und Menschenbilder”, Psychoscope, Vol. 15, pp. 7-10.
David A.Aaker and Alexander L. Biel (1993), “Brand Equity and Adver-tising-Advertising’s role in Building Strong Brands”, Lawrence Erl-baum Associates
David F.D’alessandro(2001), “Brand Warfare: 10 Rules for building the killer brand ”, McGraw Hill
Davidson, H. (2002) The Committed Enterprise. Oxford: Butterworth-Heinemann
De Chernatony, Drury and Horn (2004) ‘Identifying and sustaining services brands’ values’ Journal of Marketing Communication ,Vol 10, pp 73–93
De Chernatony, L (2006), “From Brand Vision to Brand Evaluation”. Elsevier LTD
De Chernatony, L and McDonald,M (2005), “Creating powerful brands”, Elsevier Butterworth-Heinemann
De Chernatony, L and Segal-Horn,S (2003), ‘The criteria for successful services brands’, European Journal of Marketing ,Vol. 37 No. 7/8, pp. 1095-1118
De Chernatony, L and Vallaster, C (2006)’Internal brand building and structuration: the role of leadership ’ European Journal of Market-ing, VOl. 40, No 7/8, pp 761-784
De Chernatony,L & Harris, F (2001) ‘Corporate branding and corpo-rate brand performance’ European journal of marketing Vol. 35 No. 3/4, 2001, pp. 441-456
Derek Torrington, Laura Hall & Stephen Taylor (2005) “Human Re-source Management” Prentice Hall, Fifth Edition
Fiona Harris and Leslie de Chernatony (2001) ‘Corporate branding and corporate branding performance’, European Journal of Market-ing , Vol. 35 No. 3/4, pp. 441-456.
WEB REFERENCES
www.clickz.com
www.colbd.com
http://www.asocio.org/member/BCS/Bangladesh-Profile.pdf
www.mindbranch.com
http://www.internetworldstats.com/asia.htm#bd
http://www.ispa.org.bd/news.php
http://www.sdnbd.org/sdi/issues/IT-computer/article/itreview-sdnp.htm
--0--
Published
How to Cite
Issue
Section
License
Asian Business Review is an Open Access journal. Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a CC BY-NC 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of their work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal. We require authors to inform us of any instances of re-publication.
