Employment Branding in the Knowledge Economy
Michael T. EwingMonash UniversityLeyland F. PittandNigel M. de BussyCurtin University of Technology andPierre BerthonBentley College
Introduction
Brand equity has become a critical marketing performance outcome in recent years, as organisations strive to build the value inherent in the brands they create, grow, nurture and exploit. It has been defined as 'a set of brand assets and liabilities linked to a brand, its name and symbol, that add to (or subtract from) the value provided by a product or service to a firm and/or that firm's customers'...