ABSTRACT

A shown in Figure 7.1 , corporate branding goes beyond product branding in that the corporate brand is based on the corporate identity, that is, the organisation’s values, its promises, and its attitudes towards stakeholders and the environment. Corporate brands formerly emphasised two main stakeholders: customers and shareholders. However, employees are now being recognised for the crucial role they play in enacting the corporate brand. As Morsing and Kristensen ( 2001 ) write, organisational members are a signifi cant attribute distinguishing corporate brands from product brands, since the values of a company become visible to many stakeholders through their interactions with organisational members, specifi cally employees. In other words, employees are a corporate brand resource (King and Grace 2008 ). Furthermore, employees (and potential employees) are stakeholders and, as such, are recipients of corporate brand messages as shown in Figure 7.2 .