Modelling Social Discourse as a Route to Internal Brand Building
The study of internal brand building is eclectic and characterized by undefined competing vocabularies and perspectives. Taking a specific and traditional focus on communication the paper argues for a more unified theoretical and methodological analysis to understand internal brand building. It breaks with the typical concept of communication as the formal transmission framework in favor of the social discourse patterns of organizational members. Based on depth interviews, observations, and documentary analysis the paper shows how a social discourse-based internal brand building process determines the way people act and perceive their business environment which is simultaneously formed by people's interactions.