ブランド創発型企業を構築・強化するための戦略的な
インターナル・ブランディングに関する研究
―中小企業の視点を中心に―
A Study of Strategic Internal Branding for Developing and Enhancing
Brand-Inspired Company
：By focusing on the point of view of Small and Medium-sized Enterprises（SMEs）
徐誠敏& 李美善（名古屋経済大学）
SungMin Seo & MiSeon Lee（Nagoya University of Economics）
Abstract
The purpose of this study is to clarify the necessity of strategic internal branding which is indispensable for SMEs to build “Brand-Inspired Company” based on theoretical consideration and qualitative research. This consideration made it clear that: ① SMEs who are weak brands face four obstacles to implementing the branding strategy. ② SMEs can increase organizational capacity to carry out branding strategy by providing employees with sufficient authority when doing a branding strategy. ③ SMEs can create organizational knowledge that is difficult for competitors to imitate by performing strategic internal branding companywide to build “Brand-Inspired Company”