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2014 | 7 | nr 2 | 136-148
Tytuł artykułu

Place and Role of Employer Brand in The Structure of Corporate Brand

Autorzy
Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
This article discusses the employer brand concept as a component of the corporate brand structure. The role and place of the employer brand in the corporate brand structure were analyzed, the comparison of the main characteristics of the corporate and employer brand was made. The definition of the employer brand was proposed, the scheme that reflects the relationship between the components of corporate brand was worked out. The article states that the product brand has the biggest impact on the employer brand; the strength of the product brand reinforces the strength of the employer brand. A schematic representation of the corporate brand is suggested, one of the components of which is the employer brand. The employer provides employees with the realization of the employer brand values so that the employees, in turn, effectively provide the promises of the product brand to consumers and customers. (original abstract)
Rocznik
Tom
7
Numer
Strony
136-148
Opis fizyczny
Twórcy
autor
  • National University of Food Technologies
Bibliografia
  • Aaker, D. (2003), Building Strong Brands / Аакер, Д., Создание сильных брендов, Москва: Издательский дом Гребенникова.
  • Corporate Leadership Council (1999), The Employment Brand: Building Competitive Advantage in the Labor Market, Washington, D.C.: Corporate Executive Board.
  • De Chernatony, L. (2006), From Brand Vision to Brand Evaluation. The strategic process of growing and strengthening brands, 2d edition, Oxford: Elsevier LTD.
  • Domnin, V. N. (2004), Branding: new technologies in Russia / Домнин, В.H., Брендинг: новые технологии в России, СПб.: Питер.
  • Kotler, F., Keller, K. (2006), Marketing Management / Котлер, Ф., Келлер, К., Маркетинг менеджмент, 12-е изд., СПб.: Питер.
  • Melin, E. (2005), Employer Branding. Likenesses and Differences between External and Internal employer Brand Images, Master
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171313423
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