Employee Contributions to Brand Equity

by Betsy Gelb, Deva Rangarajan



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.

California Management Review

Berkeley-Haas's Premier Management Journal

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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