Which circumstances instigate brand value aligned employee behaviour and how does such behaviour impact on success? Based on the creation of sustainable competitive advantages the author investigates living the brand. Its revealed that brand orientation and value fit influence such behaviour. The inner structure of living the brand is defined through a time-, a compliance-, and a promotion component. This new model has been positively validated quantitatively and qualitatively through replication case studies with socio ecological financial services providers.

The book delivers operational recommendations for internal branding, discusses higher-level corporate strategies as well as questions related to identification with the brand. Extended chapters describe the phenomenon of social banking, compare it with conventional banking and explain the research methods. The book offers findings for adding value to the corporate brand and it is useful for managers, marketing, HR, students and scholars of economics as well as for all interested in sustainable banking.