This article provides some insights into "Building employer brand equity as featured in Brett Minchington's new book Employer Brand Leadership - A Global Perspective.

A company has one brand and the art and science of employer branding provides a focus for the role of the ‘employee’ in building brand equity. In addressing the challenge of measuring the ROI of your employer brand strategy, your approach can be informed by previous research in marketing, specifically in the area of brand image and brand equity.

Brand associations are the determinants of brand image. Keller defines brand image as an amalgamation of the perceptions related to the product related/non product related attributes and the functional/symbolic benefits that are encompassed in the brand associations that reside in consumer memory. Marketing literature supports the concept that product brand equity is strengthened when the brand image resonates with the consumer. As brand awareness heightens, consumers begin to develop positive identification with the brand. The more positive the brand is perceived to be, the more highly identified the consumer becomes with the product.

To read the full published  article please click here>

Brett Minchington, Chairman/CEO of the Employer Brand International is a recognised global authority, strategist, author and corporate advisor on employer branding. Brett’s expertise in Employer Branding led him to author “Your Employer Brand attract-engage-retain” in 2006 which has since been sold in over 42 countries.  Brett has delivered employer branding key note addresses, executive briefings, masterclass events and chaired Summits in more than 35 cities in 22 countries and has been published in HR, Marketing and Management magazines globally including The Economist and Business Week.  He is also a regular commentator on employer branding for the media. His new book Employer Brand Leadership - A Global Perspective has now been published - for further details please click here>

Upcoming global speaking engagements click here>

To contact  Brett please This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Connect with Brett - You can follow him on Twitter, watch him on YouTube connect with him via LinkedIn, or friend him on Facebook.

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