Derivation of Evaluation Items of Inner Branding for Quantitative Method

- Proposal of Quantitative Evaluation Method of Inner Branding Using CS Analysis -

Abstract

In general, it is well known that the image of a brand will be better or worse with one employee's actions. Therefore, it is the inner branding that the employee also performs to sufficiently understand the brand. In order to succeed in branding, inner branding is becoming indispensable as with branding for customers. Generally, regardless of inner or outer branding, no research on quantitative evaluation of branding is found. Under such circumstances, this paper aims at quantitative evaluation of inner branding and attempts to derive its evaluation items. Then we propose quantitative evaluation method of inner branding using them.