2.2. Understanding social marketing, internal marketing and branding

For a better understanding of the term endobranding or internal branding, it is important to conduct a brief review of the internal marketing and branding concepts in order to see that branding, in this case, can be both a marketing tool—the so-called "internal branding"—and also an applicable tool in the internal communication of social marketing campaigns [7, 37, 38]. It is worthwhile, as well, to go through the definition of social marketing and how it is connected to the two previous concepts.
