UNDERSTANDING THE EFFECTIVENESS OF INTERNAL BRANDING IN EGYPTIAN TELEVISION BROADCASTING

Branding has traditionally been a strategy applied in the marketing discipline to influence customer behavior among fierce competition. Yet, such competition between organizations highlights the importance of employees’ input and buy-in to the branding strategy. In result, internal branding has become a vital concept in creating a relationship between the brand and employees in hopes of producing loyalty, commitment and delivery of the brand promise. Research indicates not much progress has been made with regards to employee perspective. This article focuses on results from nine interviews conducted with employees from different television channels located in Egypt. Results show that only a few employees understand their organization and brand promise. Other factors affecting internal branding, as stated by the interviewers, are further discussed in the paper.