1. The document discusses how internal marketing can help build strong corporate branding, using the UK retail banking industry as a case study. 2. Internal marketing focuses on treating employees as internal customers to improve their skills and motivation to deliver excellent customer service. 3. Strong branding creates a recognizable identity and image of quality that helps companies attract and retain customers. 4. The study found that UK retail banks use internal marketing programs focusing on employee care, quality standards, training, and rewards to develop staff who can effectively represent the brand through their customer interactions.