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Brand Knowledge Sharing

Maria Pokryshkina

Niko Kananen

Jutta Viskari

Developing Insights on Branding in the B2B Context

ISBN: 978-1-78756-276-9, eISBN: 978-1-78756-275-2

Publication date: 9 August 2018

Abstract

This chapter offers insights on how knowledge management (KM) tools and initiatives contribute to successful internal branding. Knowledge management has gained considerable recognition from both business practitioners and academics. However, understanding and implementation of KM practices in relation to internal branding is still a largely unexplored field. The authors, thus, present several models of knowledge sharing and outline their applicability to the field of internal branding. Through a case study of a Finnish multinational company Teleste, this chapter shows the applicability of the presented theories for brand knowledge sharing. The practical case looks at how knowledge sharing helped Teleste in the process of rebranding, particularly when promoting its new brand image within the organization.

Keywords

Acknowledgements

Acknowledgments

We gratefully acknowledge the assistance of the Teleste Corporation, and we would especially like to thank Mika Kavanti — Vice President, Corporate Marketing & Channel Sales, for organizing an interview, which provided this chapter with a practical perspective on internal brand knowledge-sharing tools and practices.

Citation

Pokryshkina, M., Kananen, N. and Viskari, J. (2018), "Brand Knowledge Sharing", Koporcic, N., Ivanova-Gongne, M., Nyström, A.-G. and Törnroos, J.-Å. (Ed.) Developing Insights on Branding in the B2B Context, Emerald Publishing Limited, Leeds, pp. 53-72. https://doi.org/10.1108/978-1-78756-275-220181004

Publisher

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Emerald Publishing Limited