Exploring Rebranding from the Perspective of Internal Branding Process

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.