The Role of Internal Communication in Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience

Most studies on corporate branding and image have focused on the influence of external communication such as advertising and public relations. Less attention has been paid to the strategic role that internal communication and training can play. This study examines the internal communication and trai...

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Main Author: CHONG, Mark
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2007
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Online Access:https://ink.library.smu.edu.sg/lkcsb_research/2482
https://doi.org/10.1057/palgrave.crr.1550051
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Institution: Singapore Management University
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spelling sg-smu-ink.lkcsb_research-34812016-02-12T03:53:58Z The Role of Internal Communication in Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience CHONG, Mark Most studies on corporate branding and image have focused on the influence of external communication such as advertising and public relations. Less attention has been paid to the strategic role that internal communication and training can play. This study examines the internal communication and training functions at Singapore Airlines û one of the world's best international airlines û and how it is used strategically to enable cabin crew and ground staff to live its corporate values and consistently deliver on its brand promise of being 'a great way to fly'. It shows that internal communication and training should be treated as the 'first frontier' in the battle for the customer: when it is founded on strong corporate values, internal communication and training can help transform key employees such as cabin crew into 'walking embodiments' of the core values, and key touch points into opportunities for fulfilling the brand promise. 2007-01-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/2482 info:doi/10.1057/palgrave.crr.1550051 https://doi.org/10.1057/palgrave.crr.1550051 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Advertising and Promotion Management Asian Studies Business and Corporate Communications
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Advertising and Promotion Management
Asian Studies
Business and Corporate Communications
spellingShingle Advertising and Promotion Management
Asian Studies
Business and Corporate Communications
CHONG, Mark
The Role of Internal Communication in Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience
description Most studies on corporate branding and image have focused on the influence of external communication such as advertising and public relations. Less attention has been paid to the strategic role that internal communication and training can play. This study examines the internal communication and training functions at Singapore Airlines û one of the world's best international airlines û and how it is used strategically to enable cabin crew and ground staff to live its corporate values and consistently deliver on its brand promise of being 'a great way to fly'. It shows that internal communication and training should be treated as the 'first frontier' in the battle for the customer: when it is founded on strong corporate values, internal communication and training can help transform key employees such as cabin crew into 'walking embodiments' of the core values, and key touch points into opportunities for fulfilling the brand promise.
format text
author CHONG, Mark
author_facet CHONG, Mark
author_sort CHONG, Mark
title The Role of Internal Communication in Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience
title_short The Role of Internal Communication in Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience
title_full The Role of Internal Communication in Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience
title_fullStr The Role of Internal Communication in Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience
title_full_unstemmed The Role of Internal Communication in Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience
title_sort role of internal communication in infusing corporate values and delivering brand promise: singapore airlines' experience
publisher Institutional Knowledge at Singapore Management University
publishDate 2007
url https://ink.library.smu.edu.sg/lkcsb_research/2482
https://doi.org/10.1057/palgrave.crr.1550051
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