Viewing workers as elements of a brand or as "brand ambassadors" means that virtually any policy can impact brand equity. Resource allocation for brand-building demands recognizing what differentiates "our brand" to be able to focus resources on the employees who supply that difference. Employees' devotion to the brand grows when they understand how they are able to contribute. Management actions matter- from little issues like free coffee to large issues like mass layoffs.
PUBLICATION DATE: February 27, 2014 PRODUCT #: CMR562-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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