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