ABSTRACT
This chapter extends knowledge on the concept of an internal brand community. Although brand research has studied brands’ external communities, research has largely overlooked brand communities comprised of internal stakeholders: Information about how strong internal brand communities are built and how they contribute to the co-construction of corporate brands is largely absent. The study has two objectives: 1) To explore the dynamics of internal brand communities in remote working environments and 2) to explore the roles played by remote internal brand communities in corporate brand co-creation. The study draws on findings derived from an interview study in an ICT consultancy company whose staff regularly work at the premises of their employer’s B2B clients. The empirical setting helps to analyse dynamics that advance and challenge internal brand community building. The Covid-19 pandemic has drawn attention to remote working environments and the need to know more about them from a corporate brand co-creation perspective. The study suggests that the ethos of strong internal brand communities in this context is determined by a strong sense of professionalism. The study also defines five roles through which an internal brand community may co-create the corporate brand.
