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...