Employee Contributions to Brand Equity. (February 2014)

• Record Type: Journal Article
• Authors: Gelb, Betsy DuBois; Rangarajan, Deva
• Is Part Of: California management review. Volume 56:Number 2(2014)
• Page Start: 95
• Page End: 112
• Publication Date: 2014-02
• Subjects: Brand Equity -- Employee Commitment Brand Ambassadors -- Brand Differentiation; Industrial management -- Periodicals; Industrial management; Management; Bedrijfseconomie; Periodicals; 658.005
• DOI: 10.1525/cmr.2014.56.2.95
• Languages: English
• ISSNs: 0008-1256

Abstract

Viewing employees as elements of a brand or as "brand ambassadors" means that almost any policy can affect brand equity. Resource allocation for brand-building requires understanding what differentiates "our brand" in order to focus resources on the employees who provide that difference. Employees' commitment to the brand increases when they know how they can contribute. Management actions matter—from small issues like free coffee to large issues like mass layoffs.