ABSTRACT
The relationship between positioning and human resource management runs along different lines. First, a solid brand positioning can only be created after an extensive analysis of the culture of the organization. Only then the desired positioning can be decided. Second, the chosen positioning then becomes a guideline for the behaviour of staff members (internal branding). The goal is ultimately to realize “part-time marketers”: that everyone in the organization is customer-oriented. Third, the marketing department also has to be explicitly present in an organization. The marketer has tasks such as: using the right set of “metrics” and analyze marketing data, creating and safeguarding a functional, emotional, and societal dimension in brand positioning, and ensuring proper alignment of marketing activities on all levels in the organization. Collaboration between marketing and communication is essential, especially in the realization of brand positioning.
