Internal Experience: Building Brands from the Employees - Liderando la reputación corporativa de las empresas - Corporate
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Insights November 2014

Internal Experience: Building Brands from the Employees

Apart from pride and the feeling of membership, the factor that best describes internal experience with brand today, and determines employees’ satisfaction with the company is the capacity to feel one’s social role, contribution to the social value, active participation in the company’s commitment with the society.

Social connection in its turn creates or reinforces an emotional link associated with the pride of being a member of the company’s voluntary social activity. 

This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Joan Cruz, Director for Territorial Coordination at the Telefónica Foundation; Isaac Vitini, HR Director at Coca-Cola Iberia; Ignasi Fainé, CSR Director at Agbar; and Rafael González, Director for Corporate Culture Development at Adif. The statements were made during Branding Days event held by the Complutense University of Madrid jointly with Interbrand and Corporate Excellence on March 13 and 14 in Madrid.