Communicating the corporate brand internally: case studies of two Swedish retail companies

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When companies grow, the importance of a well working internal communication of the corporate brand also grows. All employees within an organization have to be aware of what the plans are for the company now and in the future, and in what way the intended goals of the company is supposed to be reached. The purpose of this thesis is to try to understand what large organizations within Swedish retail trade see as the most important messages to communicate to members within the organization. One more aspect of the thesis is to investigate if messages important for top management reach all employees within an organization, and if the messages are perceived in the way they are intended to be perceived. Two qualitative case studies of Stadium and El-Giganten were carried out. The result of our study show that internal communication of the corporate brand makes employees understand the meaning and existence of the company, leads to more committed employees and facilitate the recruitment of new employees to the company. It can however be noted that the level of understanding of the internal commu...