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

• Autorzy: Sofia Mokina
• 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)

Słowa kluczowe

EN

Brand; Branding; Company image; Enterprise's brand

PL

Marka; Budowanie świadomości marki; Wizerunek przedsiębiorstwa; Marka przedsiębiorstwa

• Czasopismo: Economics & Sociology
• Rocznik: 2014
• Tom: 7
• Numer: nr 2
• Strony: 136--148

Twórcy

autor

Sofia Mokina

• National University of Food Technologies

Bibliografia

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• Domnin, V. N. (2004), Branding: new technologies in Russia / Домнин, В.H., Брендинг: новые технологии в России, СПб.: Питер.
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• Melin, E. (2005), Employer Branding. Likenesses and Differences between External and Internal employer Brand Images, Master

Identyfikatory

DOI

10.14254/2071-789X.2014/7-2/11