| Summary: | Through this study we want to enlighten how different companies work with their internal branding and how well they succeed in this process. We also want to examine if there are any differences in this work depending on the companies market position. Following question is used to investigate this process; -In what way and how well are companies working, depending on market position to implement and maintain their work with the internal brand? For the study a theoretical model was created based on our existing theory. The model contains three main variables; create, communicate and uphold; i.e. the study of an organizations identity, internal communication and human resource management. This study was chosen to do some deeper research on three companies that all are in the furniture business. The companies was chosen because of their different market positions, small, medium, large, Severins Möbler, EM and IKEA. The reason we chose these companies are because they all have different market positions. During the study, we have seen great differences in how the companies work with their internal marketing. Severins does not have a strategy to strengthen the internal brand. EM has a better focus on the internal brand, while IKEA has the best internal brand of the three studied companies.
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