Business Case Studies, Brands & Branding and Private Labels Case Study, i-flex, Internal branding

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Brands & Branding and Private Labels Case Study

Case Title:

Internal Branding: The i-flex Way

Publication Year : 2004

Authors: Shalini, Sumit Kumar Chaudhuri

Industry: Internet and e-commerce


Case Code: BBP0011

Teaching Note: Available

Structured Assignment: Available

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i-flex started in India in 1989, and has rapidly grown as one of the leading information technology providers for corporate, retail and investment banking and mutual funds across the globe. Its flagship brand, FLEXCUBE, is a popular product worldwide being used by 100 financial institutions in 40 countries. To strengthen its corporate brand, i-flex adopted an internal branding campaign in 2003 through which it initiated the process of transforming its employees into its brand ambassadors.

Pedagogical Objectives:

  • To discuss the internal branding strategy adopted by i-flex, and how it helps the company to achieve higher sales targets and offer better services through its employees.

Keywords : Corporate branding, Internal branding, Employees as brand ambassadors, Banking and financial service industry, FLEXCUBE, i-flex Solutions Limited, NASSCOM, Universal banking solution product, IT industry, Citicorp, Product-based business model, Service-based business model, Kforum, i-opener, STRATECOM


  • Introduction
  • Laying the foundations
  • The emergence of internal branding at i-Flex
  • Future potential

  • Internal branding
  • Products and services from i-flex
  • i-Flex: from the employees' perspective
  • Global operations of i-Flex

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