Topic
Employer branding
About: Employer branding is a research topic. Over the lifetime, 1555 publications have been published within this topic receiving 54897 citations.
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TL;DR: In this paper, the authors examine how brands are built in small-to-medium-sized enterprises (SMEs) and develop a conceptual model of SME brand-building.
Abstract: The purpose of this article is to examine how brands are built in small-to-medium-sized enterprises (SMEs) and to develop a conceptual model of SME brand-building. The research design is based on an a priori conceptual framework that helped direct the fieldwork, data analysis and findings. A series of semi-structured interviews was conducted among 35 owner/managers from 30 firms. The results indicate that SME brands are built in a non-traditional manner and contrary to large firm brand building, with minimum brand planning and limited resources. SME brand-owner/managers and employees engage in brand exploration phases where they experiment in a spirit of trial and error based on risk-taking, commitment, creativity and willingness to learn. Based on these results, the article develops a model of the five phases of SME brand-building. The five-phase model represents an actionable framework for managers in an SME context. The model also presents scholars with a theoretical foundation upon which to construct further theory development.
75 citations
TL;DR: In this paper, the authors used sociology in order to analyse corporate branding, and by doing so the existing literature can be offered a more nuanced picture of the process, and illustrate that employees', consumers' and managers' basic assumptions regarding the nature of organisations may be incompatible with each other.
Abstract: Corporate branding has received increased interest in marketing literature in the past several years, and the attention given to it received a strong upswing around the mid-1990s.
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To a great extent, the literature provides general agreement on how to perform the corporate branding process, and one of the aims of this article is to review these theories. Furthermore, this paper seeks to reflect upon and broaden the different opinions about organisations and corporate branding, acknowledging that participants of a corporate branding process will have diverse perceptions of organisations. Hence, this study uses sociology in order to analyse corporate branding, and by doing so the existing literature can be offered a more nuanced picture of the process. This article illustrates that employees', consumers' and managers' basic assumptions regarding the nature of organisations may be incompatible with each other. Corporate branding loses much of its intentionality unless managers realise that stakeholders have different world views and opinions of organisations. These diverse attitudes must be identified if corporate brand management is to be successful. The paper concludes with a summary that considers the different challenges a corporate brand manager faces when he or she makes allowances for people's differing world views.
75 citations
TL;DR: In this article, a three-stage model for using those beliefs to create a brand is described, and the worked example of a fictitious charity is used to explain how the model works in practice.
Abstract: The commercial sector has largely dominated the approach of charities to branding. Yet many of the techniques used are inappropriate for charities. Charity brands should reflect the beliefs of the charity and, for this reason, the notion of beliefs is added to that of product and services marketing. A hierarchy of motivations is described that helps ensure that a brand is communicated more powerfully. Clarifying a charity's beliefs is the first step in creating a brand. A three-stage model for using those beliefs to create a brand is described, and the worked example of a fictitious charity is used to explain how the model works in practice.
74 citations
TL;DR: In the hypercompetitive markets of today, brand equity based on symbolic values and meanings is becoming more important as mentioned in this paper, in the absence of a true one-on-one relationship, marketers are engineering brand symbolism and personality that becomes part of consumers' lives and creates in the consumers' minds a continuous relationship between the brand and themselves.
Abstract: In the hyper-competitive markets of today, brand equity based on symbolic values and meanings is becoming more important In the absence of a true one-on-one relationship, marketers are engineering brand symbolism and personality that becomes part of the consumers' lives and creates in the consumers' minds a continuous relationship between the brand and themselves This paper explores the importance of symbolism in consumers' self-concepts and personalities, and discusses the various brand life cycle stages at which various types of brand symbols are added, using Goodyear's model as a reference A small empirical study was undertaken to find out whether consumers perceive symbolic values and meanings to be important, to confirm that most-favourite possessions describe ‘who I am now’ while least-favourite possessions describe ‘who I used to be’ and that some possessions are more central to self than others This paper further reveals the implications that brand communications have taken on a new form and can no longer be just a simple communication of a name or benefit Brand communications have to evolve into the communication of an entire concept about living based on symbolic values and meanings
74 citations
73 citations