Bridging Internal Communication and Corporate Brand Identity: A Review of Brand Performance Dynamics in the Marine Sector

Abstract

This study reviews existing literature on the relationship between Internal Communication Effectiveness (ICE), Corporate Brand Identity Management (CBIM), and Brand Performance (BP) within the marine industry. Drawing on research in communication, branding, and organizational behaviour, the paper applies maturity theory to explore internal branding and performance management. It emphasizes how communication effectiveness strengthens organizational identity and influences employee behaviour, thereby enhancing sustainable brand performance. Findings highlight the importance of employee engagement, ethical branding, and sustainability practices in fostering brand coherence and equity. The study further provides recommendations for digitalization and contextual adaptation of CBIM frameworks to align with the specific challenges and opportunities of the marine industry.