ABSTRACT
Brands are clusters of functional and emotional values which promise stakeholders unique experiences. The functional values are less sustainable than the emotional values. Product or service functionality is now a taken for granted expectation amongst stakeholders. Emotional values represent a source of sustainable competitive advantage. Many organizations recognize that good communications raises stakeholders’ expectations about brand promises, yet it is staff who embody the brand. A well co-ordinated, committed group of employees enables an organization to deliver a welcomed difference based on what the customer receives (functional values) and how they receive it (emotional values).
