Framing Organisational Knowledge Through the Brand

Abstract

A brand is one of the most exciting assets of a company. It has the obvious purposes of identification, recognition, and differentiation, which are mostly directed to the external environment. But it is also responsible for transmitting intangible value, and for that reason, in the last decades, research has been demonstrating that the brand is also a fundamental resource for building commitment and citizenship behaviors among organizational internal audiences. There is also academic evidence that highly committed members of staff are more open to take part of collaborative multidisciplinary activities and more predisposed to share their knowledge. Moreover, commitment tends to increase as a result of brand-related participatory experiences. This chapter suggests that participatory and technology-mediated internal branding activities build on brand knowledge conversion and transfer, hence preparing, holistically, the organization and its members of staff for a generic sense on the benefits of knowledge sharing.