Optimizing internal branding : aligning internal communication with the corporate identity, with regard to the use of internal communication tools

Internal communication is a major constituent in any organization, and it can actually be seen as the lifeblood of the organization. Within this scope, internal branding is considered to be a relatively new approach which assists companies to focus on the organizational vision and values, by collectively conveying and committing to the same corporate identity in order to promote and to make it live among all the stakeholders. The purpose of this final thesis project by a graduate student of the department of Social and Behavioral Science, Communication Science, at the University of Twente, is to describe and explain how the internal branding and communication - the process of disseminating corporate identity - can become aligned between the Corporate Headquarter and subsidiaries within a Multinational Corporation (MNC), and how internal communication tools can contribute. The case company, Royal Wessanen nv, has operations in Netherlands, Belgium, Germany, United Kingdom, France, Italy, North America & Canada and is, therefore, suitable to study when investigating the internal branding process of transmitting the corporate identity at an MNC. In an MNC like Royal Wessanen, well-functioning internal branding and communication are vital, due to the fact that its units are widely dispersed across the world. As the case company's subsidiaries are using a variety of internal communications means, it is key to align the use of these tools in order to forge unity and proliferate Wessanen's core values and business principles to all the subsidiaries.