İçsel Markalaşma Uygulamalarıyla Markanın Örgüt İçerisinde Tutundurulması: ARKAS Holding Örnek Olayı(Promoting Brand Within Organization Via Internal Branding: ARKAS Holding Case Study)

Icsel markalasma; calisanlarin, calistiklari isletmenin marka vaadini, marka degerini anlamasi ve benimsemesi sonucunda, dis musterilerin de markayi daha kolay benimseyecegini savunmaktadir. Bu calismanin amaci, ulkemiz literaturunde yeterince ele alinmamis olan icsel markalasma olgusunu teorik temeller ve uygulama asamalari acisindan acikliga kavusturmaktir. Calismada ilk olarak markalasmanin onemine ve markalasma surecinde calisanlarin rollerine deginilmistir. Daha sonra icsel markalasma kavrami, icsel markalasma uygulamalarinda kullanilan teknikler ve araclar teorik olarak incelenmistir. Calismanin uygulama bolumu icin bir hizmet isletmesi olan Arkas Holding’in iki yoneticisiyle, Arkas Holding’deki icsel markalasma uygulamalariyla ilgili olarak derinlemesine gorusmeler yapilmistir. Yapilan gorusmeler sonrasinda elde edilen bulgular degerlendirildikten sonra Arkas Holding’de icsel markalasmanin onemi, icsel markalasma uygulamalarinin nasil gerceklestigi, bu surecte dikkat edilmesi gereken unsurlar ve karsilasilan zorluklar ortaya konulmustur. Internal branding supports the idea that external customers will internalize the brand more easily if employees understand and adopt the brand promise and brand values of the company which they work for. The aim of this study is to clarify internal branding phenomenon, which which has not been discussed enough in the Turkish literature, in terms of literature and application areas. Firstly the study has discussed the importance of branding process and the role of employees in this process. Then, the concept of internal branding, the technics and the tools whics are used for application of internal branding is examined theoretically. In the application part in-depth interviews were conducted with two managers of Arkas Holding about internal branding activities in Arkas Holding. After findings of in-depth interviews were examined the importance of internal branding activities, application process of internal branding, factors should be considered in and the difficulties occurred in internal branding process of Arkas Holding were discovered.