Building a Corporate Brand by Influencing Employees through Internal Branding

by Ingabire Angelique

Institution: Roskilde University
Year: 2015
Keywords: Internal Branding; Corporate Branding; Leadership; Employees motivation; Communication
Record ID: 1121639
Full text PDF: http://rudar.ruc.dk/handle/1800/23157


The purpose of this master thesis project is to investigate the importance of internal branding in building a corporate brand for RAK Ceramics in a new developing country Rwanda. Through this report I’m going to illustrate the importance of leadership and employees motivation for reaching the company’s vision. All data provided in this project are from acknowledged scholars, articles and the data collection from the interviews I had with some of the company’s employees at RAK Ceramics Rwanda. The project analyze how leaders/managers lead and motivate employees and on the other side it’s also showing the employees points of view based on the leadership style applied to them. Through the analysis I realized that a successful internal branding strategy is the one that aim to connect the company’s vision and corporate culture employees together in order to add values to every employee in the company. I also realized that the company is facing some challenges such as culture difference and there is lack of motivation. As it is a startup company in Rwanda, based on theories learned during my master program at Roskilde University and my experience I recommended the company on how they can go forward in making an internal branding strategy that will enable the company to reach its vision.