Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process. This paper explores the implications of corporate branding for the management of internal brand resources. We describe a model for managing brands through narrowing the gap between a brand’s identity and its reputation and, building on this, identify three key factors that affect brand perceptions and brand performance. Finally, we review some of the mechanisms that may be used to facilitate greater congruence of brand perceptions within the brand team and communication of a brand’s identity to employees.

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She holds a PhD in Business Administration. She has been a Visiting Scholar at Aston Business School and Birmingham Business School, England. Isabel is a member of the research group Generes recognised by the Government of Aragon. She has published research papers in both local and international journals. She has attended and presented research papers to national and international conferences.

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