Organizational development through brand strategy The origin in practice

The one in the Group. Interaction. Organization. Journal of Applied Organizational Psychology (GIO) treats as a case study a change process of the health company psychatrium GRUPPE, which is based on the developed control concept of strategic communication. The approach of organizational development through a communication and branding strategy proves that a brand, if it is to develop symbolic power and credibility, must be anchored internally. Conversely, the most important group of multipliers, employees, identify with and change attitudes towards their own company through the communication instruments used. The implementation strategy described here is consistently aligned with the strategic corporate goals. As a researcher, the author observes his earlier role as an internal consultant, who in turn observes the relevant actors in the OE process.

Automated summary

This study focuses on the change process of the health company psychatrium GRUPPE, based on the developed control concept of strategic communication. It shows that internal branding is crucial for a brand to develop symbolic power and credibility, and employees identify with and change attitudes towards their own company through communication tools utilized. The implementation strategy is consistently aligned with the strategic corporate goals.