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Benefits of high performance work systems
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Background
Brand was always used for tangible products, but over the years it has been applied to different people, places, and products (Peters, 1991). According to Barrow and Mosley (2005), employer branding is used not only to give the message of the overall personality of he company as an employer ,but it also helps to motivate and engage the employees. It is an emotional relationship between an employer and employee. Ambler and Barrow (1996) have defined employer branding as the development and communication of an organizations culture as an employer in the market place. “It is the package of functional, economic and psychological benefits provided by employment and identified with the employing company “. There is always a need for
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The employment factors like work environment, salary, culture, benefits, management style as well as growth opportunities contributes to the decision making of employees (Shivaji et al ,2003).
Employer branding is a long term strategy which manages the awareness and perception of the employees, potential employees and related stake holders with regard to a particular organisation ( sullivian, 2004). All in all employer branding put forth an image showing the organisation as a good place to work. Employer branding works on the marketing concept of positioning. It highlights the company as an employer. The customer in employer brand are the employees / potential employees, while the aim remains the same: attracting new customers while retaining the current
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Providing a good workforce is believed to produce a higher quality products, supports more innovation, have the ability to attract more people and lower turn over cost, all of which translate directly into a better bottom line ( Livering, 1996). Engaged and satisfied employees gives their best and achieve success (Luthans and Petersons, 2002). Employer brand reflect the entire internal, external and corporate brand. Differentiation is also important when one talks about branding. Being different from the competitors are the most important feature of branding characteristics identified by the employers. Companies who have a strong employer brand tends to be more attractive in the eyes of the potential employees. A strong employer brand includes understanding your organisation, creating a compelling brand promise, developing standards to measure the fulfillment of the brand promise, ruthlessly aligning all HR practices to reinforce the brand promise and execute and measure it ( Berthon et al,
A brand is utilized by a company to differentiate its products from others in the market. Some techniques for accomplishing this are through the use of distinguishing logos, names, color schemes, and slogans. An effective branding strategy is one of the most important components for gaining a significant advantage in a progressive market. Basically, a company brand is its promise to its customers about what can be expected from its product and how it differentiates from the competitors. The branding strategy is the part of the marketing plan that explains how and to whom the company proposes on conveying its brand messages. It will also explain where the company plans to advertise and what it will publicize both visually and verbally (Williams, 2013). Home Depot’s marketing plan will contain domestic and global branding strategies and will be a collaboration of brand messages from both Home Depot and Reach the Top®.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Branding; - branding is the process of creating name, image or logo for the product in consumers mind through advertising theme. In H&B branding gives the ability customer to recognise them through their business name, design and healthy products. The benefit of branding in H&B is customers are likely to remember their products and their strong images and their colourful colour of the store to recognise them. Other benefit of branding for H&B is it serves convenient container for reputation and good will. Loyalty when customers have experience with brand and customers are likely to buy their products again.
"To survive in such a competitive market place, companies must build brands in order to create a strong differentiation in the market, attract customers with a credible value proposition and to constantly engage customers in ways that would endear them to the brand and to the company" said Martin Roll, the brand guru. These words encompass the whole ethos behind investment in branding.
Branding is the most important part of any business, large or small. An effective brand strategy gives a major edge in a competitive market. When a business puts a brand out their putting out a promise to their customers. They want the people to know that their brand is right for them and it differentiates from the competitors.
This allows you to build a sustainable relationship with consumers as the brand becomes more than what it sells, it becomes a belief and adds value to your consumers lives as the brand becomes memorable to the external observer. Lastly a healthy brand believes that profit is not the driver but rather a consequence of having all the above attributes. Consumers buy into the WHY? Of a brand before they buy into the what or how. To offer an example of a healthy brand lets use Apple inc. Apple is a multinational technology company, the brand declined in 1991 and needed restructuring, this is where the importance of a healthy brand comes in. Steve Jobs was brought back into the company and he brought along a set of ideals and values that he wanted to be the foundation on which their new brand would sit. A WHY? This started the Think Differently marketing campaign ”It was a brand image campaign which had an emotional appeal not only for consumers but for Apple’s employees who had forgotten what Apple is about”. Now being one of the top technology retailers and innovators in the world, their consumer base has bought into the think differently be different idea and that created customer loyalty. You will also notice that as I referred to earlier in this question they have consistent communication throughout, their website has links and information pertaining to ‘Apples Values’ including; Accessibility, Education, Environment, Inclusion and Diversity and Social responsibility. A healthy brand believes in giving back to its customers and community, in todays world consumers are very conscious of what a brand not only does for them but others as well. This is where apple excels and why it is more widely chosen than its
The roles of internal branding process and hierarchical level associate with employee’s knowledge and buy in behavior
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.
Pierre Berthon, Michael Ewing, & Li Lian Hah, (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), pp. 151-172
In the corporate world, Good name or Image is seen as a major element of an organization’s attribution alongside and included in financial performance and innovation. Image is the perception of constituencies on how an organization actually presents itself (Van Riel, 1995) in front of its audience. Literature says corporate image plays a crucial role to generate loyalty among consumers. Other than corporate image, service quality and customer satisfaction are also viewed as key drivers of customer loyalty (Lai et al., 2009) and research generally tends to consider the links
In its simplest form, corporate identity is a function of design that includes the name of the organization, its logos, the interior of the buildings, and visual identification such as uniforms of the staff, vehicles and signage. For a long period, graphic designers have remained highly influential been hugely influential in two regards, in that they articulated the basic tenets of corporate identity formation and management and succeeded in keeping the subject on the agenda of senior managers. Currently, symbolism, or design, has assumed a greater role and has moved on from merely increasing organizational visibility, to a more serious position of communicating corporate strategy (Ollins, 1978). There were now three main types of visual identity such as Monolithic (single brand visual), Endorsed (parent brand endorsing a sub-brand) and Branded (a plethora
In the present competitive scenario, organizations need every weapon in their resource to retain their most important and valuable asset. In their quest for a great place to work, employees are increasingly looking beyond pay and benefits to other factors including career prospects, what the organization stands for and how the organization serves its clients, the community and the world. With today’s unstable economic conditions, no organization can afford to manage the value of top talent. Organizations have to start from the inside and work their way out, until brand perceptions of all employees to external candidates are in line. The concept of employer branding is found to be complex and therefore we believe that conveying the employer brand to employees is hard to accomplish. Aligning employees with the employer brand can be accomplished but still a complicated task since people are different and thus interpret the brand
In its simplest form, corporate identity is a function of design that includes the name of the organization, its logos, the interior of the buildings, and visual identification such as uniforms of the staff, vehicles and signage. For a long period, graphic designers have remained highly influential been hugely influential in two regards, in that they articulated the basic tenets of corporate identity formation and management and succeeded in keeping the subject on the agenda of senior managers. Currently, symbolism, or design, has assumed a greater role and has moved on from merely increasing organizational visibility, to a more serious position of communicating corporate strategy (Ollins, 1978). There were now three main types of visual identity such as Monolithic (single brand visual), Endorsed (parent brand endorsing a sub-brand) and Branded (a plethora
Early on in the twentieth century, when mass marketing and production became commonplace, company branding allowed consumers to identify with a company. The consumer made a one sided personal relationship