The importance of employees to corporate branding and the need to better understand the company’s behavior and organization culture is fundamental for the success of the organization. Employees are key to building relationships with all of the stakeholders, thus contributing to the overall meaning of the brand. For example, an employee who knows the company brand image well will then accurately express to consumers what the company stands for by their actions and improve brand-consumer relationship. Defining the difference between corporate branding and product branding helps portray the organization’s values and priority. The focus of the branding effort shifts from the product to the corporation as the organization’s activities are in line
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In the first stage, the individual seeks to discover much like organizations their key attributes or their unique promise of value that sets them apart from others. Then the individual is to construct a brand statement that reflects upon the value previously identified. Finally, the individual implements a strategy for making the brand recognizable to the outside world (Shepherd, 2005). An employee, looking to improve their personal branding in the workplace, needs to understand that they will always be in the marketplace as an individual. People with whom they interact will constantly observe their behavior and seek to interpret their values based on the actions compared to others around them. Conflict may arise if an employee portrays a personal branding characteristic during the course of their work that does not match with the brand established by their employer. This creates a problem because the personal brand of the employee has interfered with the corporate brand of the organization. It is essential for the employee to adjust their personal brand and create a synergy between their personal brand and the corporate brand in order for values to align. For those individuals that do not wish to work for organizations and use social media sites to self-market themselves, …show more content…
Brands allow firms to be unique and differentiate themselves from competitors. If done correctly, branding can create endless opportunities for the given organization. However, the organization must never let their foot off of the accelerator because branding is an ever-changing aspect of marketing that needs to be selected, implemented, and controlled over time. Brand management deals with mainly maintaining the positive concept-image between consumers and the brand. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential (Park, Jaworski & MacInnis, 1986). A brand’s image has an important relationship with the brand’s market performance. Thus a product’s life cycle strategy is dependent on the brand image because if the brand image is not considered in the overall strategy of the company then the implementation of the product life cycle may result in a decline over long-term market performance. In summary, there are many integral parts to branding that are essential for companies to consider if they want to be successful. The framework of branding is one that will add the most value to the consumer while creating a brand that is symbolic of the
In the first stage, the individual seeks to discover much like organizations their key attributes or their unique promise of value that sets them apart from others. Then the individual is to construct a brand statement that reflects upon the value previously identified. Finally, the individual implements a strategy for making the brand recognizable to the outside world (Shepherd, 2005). An employee, looking to improve their personal branding in the workplace, needs to understand that they will always be in the marketplace as an individual. People with whom they interact will constantly observe their behavior and seek to interpret their values based on the actions compared to others around them. Conflict may arise if an employee portrays a personal branding characteristic during the course of their work that does not match with the brand established by their employer. This creates a problem because the personal brand of the employee has interfered with the corporate brand of the organization. It is essential for the employee to adjust their personal brand and create a synergy between their personal brand and the corporate brand in order for values to align. For those individuals that do not wish to work for organizations and use social media sites to self-market themselves, …show more content…
Brands allow firms to be unique and differentiate themselves from competitors. If done correctly, branding can create endless opportunities for the given organization. However, the organization must never let their foot off of the accelerator because branding is an ever-changing aspect of marketing that needs to be selected, implemented, and controlled over time. Brand management deals with mainly maintaining the positive concept-image between consumers and the brand. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential (Park, Jaworski & MacInnis, 1986). A brand’s image has an important relationship with the brand’s market performance. Thus a product’s life cycle strategy is dependent on the brand image because if the brand image is not considered in the overall strategy of the company then the implementation of the product life cycle may result in a decline over long-term market performance. In summary, there are many integral parts to branding that are essential for companies to consider if they want to be successful. The framework of branding is one that will add the most value to the consumer while creating a brand that is symbolic of the