기업 내부 브랜딩을 위한 구성원의 코디자인 상호작용 방안

초록

Traditional corporate internal branding has generally been organized around manager-centered structures, which can limit employees’ voluntary brand-related behavior. As an alternative, co-design may offer a participatory approach that enables employees to participate more actively in forming and communicating brand meaning. Therefore, this study aims to analyze the interaction modes and tool types used in corporate internal branding co-design cases and to examine the relationships among employee participation levels, role changes, brand commitment, and brand citizenship behavior. This study adopted an integrative literature review methodology using a Preferred Reporting Items for Systematic Reviews and Meta-Analyses(PRISMA)guided search process and selected 23 studies published between 2010 and 2026. The findings indicate that internal branding co-design has mainly been conducted through telling and making modes, while templated tools were the most frequently used tool type. However, cases using contextually designed tools showed the highest proportion of brand citizenship behavior. Brand citizenship behavior was identified mainly in the touchpoint application stage and the management and internalization stage of internal brand formation, indicating the need for internal branding co-design to move beyond outputs toward implementation, internalization, and workplace application in organizational settings.

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