The employer brand: origins of brand equity

This article describes how the origins of brand equity come from within an organisation and explores the important role that marketers can play in getting this right.

The employer brand: origins of brand equity

Simon Barrow Employer brand and M&A consultantTim Ambler Adam Smith Institute

Sales and marketing concern themselves with enhancing their company's value in the outside world of consumers and suppliers. Yet the origins of brand equity are inside: how the management treats its employees, the experiences employees have and how this world gets translated into positive customer experiences. Marketers have an important role to play in getting it right.

The experience of flying with Ryanair largely creates that airline's brand equity – and that experience, as for any service company, is...

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