Employer branding

About: Employer branding is a research topic. Over the lifetime, 1555 publications have been published within this topic receiving 54897 citations.

Toward a model of brand strategy adoption

Abstract: In recent years, there has been an increasing interest in studying brand orientation. Prior research approaches brands as strategic resources and provides considerable support for the relationship between brand orientation and firms’ financial performance. What is not well understood is how companies become brand oriented. However, much of the literature sees that the branding process starts with an understanding what a brand is, which is not self-evident in a non-traditional marketing context. The purpose of this article is to investigate adoption of a brand strategy to understand basic decisions and issues what managers face when becoming brand oriented. The context of the study is companies who do not possess much marketing knowledge, such as high technology small- and medium-sized enterprises (SMEs). The methodology applied in the empirical study was a qualitative, exploratory research. The data was collected primarily from personal face-to-face in-depth interviews in the United States and in Finland. On the basis of the results, a model of the early stages of a brand strategy adoption process in high-tech SME context is proposed. This study contributes further to brand orientation literature by providing a process view and understanding how the extent of brand orientation may be or has been achieved.

Cause–brand alliances: Less familiar brands with familiar causes

Abstract: Cause-related marketing literature has focused on familiar brands, failing to address the relationships between less familiar brands and familiar causes in cause–brand alliances. However, cause–brand alliances may be an effective way for less familiar brands to establish positive associations with consumers. Using an integrated theoretical framework and extant literature on alliance brands and cause–brand alliances with familiar brands and causes, this conceptual article addresses how marketers of less familiar brands can enhance consumers’ associations about the brand to build favorable brand attitudes, purchase intentions and brand equity by partnering their brand with a familiar cause. In addition, this conceptual article offers recommendations for managers of less familiar brands and outlines priorities for future research.

Talent Management, The Employer Brand, and Employee Retention: Evidence from the Irish Hotel Sector

Abstract: Originality/value of paper: This chapter contributes to the overall talent management area, offering further guidance to operators who are embarking on this strategic direction. It supports the link between talent management and employer branding.

Wally Olins (1930–2014), corporate identity ascendancy and corporate brand hegemony. Celebrating the life of Wally Olins: Leading corporate identity exponent and prominent brand proponent

Abstract: This article outlines the nature, significance and legacy of Wally Olins (1930–2014) vis-a-vis corporate identity and brand management. Celebrated for his corporate identity/corporate brand consultancy work he is also known for his considerable published output relating to corporate identity and branding. In the writer’s estimation, Olins helped to inspire a generation of marketing scholars who, in turn, established corporate identity a distinct area of marketing thought. The author notes the significance of his binary definitions of corporate identity. Olins states that corporate identity is essentially design focused. He also states that it relates to an institution’s core traits and activities. As such, his reflections explain why, today, there are different approaches (both academic and practitioner) to the area. His explication of the corporate personality is also of note. It is argued that Olins was part of the English corporate-level marketing revolution where, along with academics and practitioners, the later including David Bernstein and Stephen King, he accorded importance not only to products and services in marketing contexts but, significantly, to corporations and other organisations too. For much of his career (1965–2000) he was a champion for corporate identity and the author herein offers two explanations why Olins distanced himself from the corporate identity construct post 2000 and focused on brands, and corporate brands.