TITLE

Aligning Personal Branding with Corporate Branding

AUTHOR(S)
Rampersad, Hubert
PUB. DATE
July 2010
SOURCE
Singapore Management Review;2010 2nd Half, Vol. 32 Issue 2, p25
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Increasingly, successful companies are beginning to recognise that good brand relationships with their employees are more important than good brand relationships with their customers. They understand that employees should be happy first in order to make the customers happy and that corporate brand loyalty starts with employee's happiness. This can be realised by the linkage between employee's brand and corporate brand. This article proposes a holistic personal and corporate branding model that is in harmony with employee's and corporate vision, values, competencies, and uniqueness, for the purposes of employee engagement and creating a challenged and happy workforce.
ACCESSION #
87023375

 

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