Engendering a high performing organisational culture through internal branding in African organisations

Abstract

Inattention to the deliberate creation of high performing cultures is robbing African organisations of much energy, guiding frameworks and, cultural cohesion and harmony. This paper examines the association between organisational culture and performance in relation to poorly performing African organisational cultures. Concluding that Africa's poor organisational performances are attributable to some inadequacies in the cultural foundations of countries and organisations, this paper argues for internal branding as the way forward for African organisations. Through internal branding an African organization can use a systematic and comprehensive approach that takes into view factors impacting organisational performance with the required attention to people who must deliver the corporate brand promise. This paper demonstrates that internal branding of African organisations will enable the purposeful development of organisational cultures that engender high performance.

Keywords: organisational culture, internal branding, corporate brand, performance technology, change management

IFE PsychologIA Vol. 14(1) 2006: 95-108