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7 Cards in this Set
- Front
- Back
- 3rd side (hint)
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What is internal branding?
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The process of communicating brand values to an organization's employees and then motivating them to deliver brand values to its customers.
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How does IMC relate to internal branding?
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- IMC includes every message the customer receives,
not just those we plan or want to send - Both IMC and internal branding are methods for "protecting the brand promise" by ensuring consistent messages |
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What is the formula for intellectual capital?
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Intellectual Capital = Competence x Commitment
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How can an organization increase its competence?
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Competency can be increased through the 5 Bs:
- Buy: new hires - Build: training - Borrow: use consultants - Bounce: replace incompetent employees - Bind: retention |
The 5 Bs
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What is commitment?
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A measure of retention; employees' willingness to stay, however getting to stay does not mean they are happy.
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How can a company foster commitment?
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1. Reduce demands
2. Increase resources 3. Turn demands into resources (use exit interviews, assimilation programs, include employees in decisions) |
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Why should a CEO who belives in being "customer centric" focus on becoming "employee centric"?
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Because a "customer centric" organization must rely on its employees to deliver the brand promise to the customers.
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