Endomarketing: alinhando valores e identidade de marca na jornada da GestãoDS

Abstract

This monograph aims to understand how internal marketing is aligned as an element of branding and in the transmission of brand values. Authors such as Analisa Brum (2010), Saul Bekin (2005), Andrea Semprini (2006), José Martins (2006) and Alina Wheeler (2008) are referenced to address the concepts of internal marketing, its distinction from internal communication and the foundations of branding. Using a qualitative approach based on the case study of Robert Yin (2001), the research focuses on analyzing the company GestãoDS, seeking to understand its internal marketing actions and brand building, to understand how these strategies influence the creation of the company's identity. Finally, the importance of internal strategies in building a solid identity, committed to the mission, vision and values, is evident. Research carried out by the company highlights the positive impact on employee satisfaction through a strong internal culture with well-developed strategies.