從內部品牌化觀點探討品牌再造歷程

Abstract

內部品牌化與品牌再造兩個概念，在文獻中一直都是分別探討，較少文獻是以內部品牌化觀點進行品牌再造歷程的研究，透過美式休閒 F餐廳和Y醫院兩個個案的品牌再造具體事例，探討其內部品牌化作法。本研究之參考文獻包含組織變革內部文化轉變的過程與內部品牌建立的模型，並採取個案分析法，試圖以內部品牌化的觀點，解釋企業進行品牌再造時必須經歷的流程與要素，並歸納出其關鍵成功因素。 研究結果指出，企業在進行外部品牌再造的同時，也必須進行內部品牌重塑，且透過內部品牌建立之流程，使之提升其效率及效果；而領導者在品牌再造歷程中扮演相當重要的角色，不僅在內部能夠做到聆聽、尊重與授權、明確地向組織成員傳達企業願景與目標之外，於外部也能夠爭取到顧客的信任和認同，另外「內部晉升」及「外部招聘」的領導者，採取的作法也有所差異；最後，本研究認為一個溝通開放、尊重員工、認同企業品牌的組織文化，對於內部品牌重塑的發展有正面影響。除此之外，本研究也提出了內部品牌建立流程化的模型，提供未來欲進行品牌再造的企業參考之用。 本研究旨在，透過內部品牌化觀點的導入，將內部品牌化與品牌再造做一連結，更喚起企業進行品牌再造歷程的過程中，更重視內部品牌轉變的重要性。

Internal branding and rebranding have been discussing separately, it has been little research on the combination of them. Through the case study of F restaurant and Y Hospital, we can focus on their internal branding process to observe, explain and analyze the elements, then conclude the key success factors. As this study suggests: (1) enterprises should conducting the external and internal branding simultaneously, thus it will improve the efficiency and effectiveness; (2) Leaders play an important role in the process of rebranding, and they can not only provide employees with the brand vision and future goals, but also create an environment of communication, respect and empowerment; (3) a strong corporate culture will facilitate the internal rebranding. Moreover, the research also derives an model for the reference of enterprises in need of applying internal rebranding. This study made contributions in two fields: first, it combines the explanatory content of internal branding and corporate rebranding; second, it evokes the importance of internal branding which enterprises usually ignore.