This book deals with perhaps the most powerful marketing tool in business – the brand. There is a consensus that every organization needs to develop a strong brand as a part of their business strategy. However, it is not clear how corporate brands can be effectively developed. This book is based on an academic study which empirically explores the internal corporate brand building process in Swedish service firms. The internal brand building process refers to the activities that occur before the implementation. This study is qualitative in nature and three case studies has been conducted. The selected firms had initiated the process based on different circumstances, i.e., due to a crisis, due to organizational restructuring and geographical expansion, and due to a strategic repositioning. Three main stages of the process could be identified; the brand audit, the brand identity and the brand position. Each case also provides insight into how the corporate brand can be managed in times of change. This book follows an academic approach and is useful for anyone with an interest in branding, such as researchers, students and managers.

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