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Translated Title

Conceptual Model of Internal Branding Influence on Creating Surplus Value for Consumers

Please Note:

This article is in Slovenian.

Ključne besede

notranji branding, blagovna znamka, čustvena navezanost zaposlenih, uresničitev blagovne znamke, presežna vrednost za porabnike

Keywords

internal branding, brand, employee emotional attachment, brand realization, surplus value for consumers

Povzetek

Notranji branding je proces, usmerjen na zaposlene in njihovo zadovoljstvo, saj so zadovoljni zaposleni pripravljeni vzpostaviti pristen odnos s porabniki, prisluhniti njihovim potrebam in izpolniti obljube blagovne znamke. Proces tudi spodbudi zaposlene, da ponotranjijo želeno podobo blagovne znamke in jo širijo med porabnike. Pri tem se razvije čustvena navezanost zaposlenih, ki se odraža v identifikaciji z blagovno znamko ter pripadnosti in zvestobi blagovni znamki. Na podlagi izvedenih fokusnih skupin predlagamo, da zaposleni, ki se poistovetijo z vrednotami blagovne znamke in resnično verjamejo v njene obljube, uresničijo blagovno znamko, kar za porabnike ustvarja presežno vrednost. Sklepamo torej, da podjetje, ki postavi zaposlene na prvo mesto, spremeni način ustvarjanja edinstvene vrednosti za porabnike.

Abstract

Internal branding is a process that focuses on employees and their satisfaction, because satisfied employees are more willing to build a genuine relationship with consumers, respond to their needs and deliver on the brand's promises. The process also encourages employees to internalize the desired image of the brand and spread it among consumers. In this way, an emotional bond is developed among employees, which is reflected in their identification with the brand and their affiliation and loyalty to it. Based on the focus groups, we hypothesize that employees who identify with the brand's values and truly believe in its promises realize the brand, which creates added value to consumers. From this, we conclude that a company that puts its employees at the centre takes a different approach to creating unique value for consumers.

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