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

Öz 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.

Anahtar Kelimeler:

Çalışanlar, iç müşteri, içsel pazarlama, içsel markalaşma

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