Employer Brand Equity Case Study

Kotler and Keller (2012) add that brand equity is also assets such as trademarks, patents and distribution channels that are associated with the brand. Scholars also related brand awareness to brand equity as one of its dimensions. Aaker (1991) first associates brand awareness with brand equity. In Aaker’s brand equity model (1991), five components are identified: brand loyalty, brand awareness, perceived quality, brand associations and other proprietary assets. Brand awareness is consumers' ability to identify the brand in different circumstances (Rossiter and Percy, 1987). It reflects consumers’ ability to recognize and recall the brand (Keller, 1993). Petty and Cacioppo (1986) suggests that consumers will make their decision based on brand …show more content…
Ambler and Barrow (1996) first propose that brand equity covers both employee and potential talents that the company want to attract. Berthon et al. (2005) point out that the concept of brand equity can be applied to employer perspective and related the theory to the study of employer brand equity. Employment branding is associated with building an image to the potential labor market (Ewing et al. 2002). Collins and Stevens (2002) suggest that early recruitment activities are indirectly related to intentions and decisions through employer brand image. And employer brand image can be explained as attitudes to the company and job characteristic of the company. Backhaus (2004) considers employer brand equity as the result of employer branding activity. Employer brand equity enables the company to attract potential employee to work for the company, motivate and retain employees in the …show more content…
Employer brand awareness is the ability of existing employees and potential employees to identify and memorize the employer's brand, which reflects the familiarity and memory of existing employees and potential employees with employer brand. Employer brand awareness can be improved by effective communication between the company and existing employees and potential employees. Employer brand image can be considered as impression and perception of both existing employees and potential employees of the company. A good employer brand image is one of the key factors and effective means to attract, retain and motivate the excellent employees. It helps the company to increase human capital gains, improve the corporate image. By improving employer brand equity, the company is also able to strengthen the competitiveness advantage in the labor market and in the