Employer Branding for Competitive Advantage

3The Role of Employer Branding in the Creation of Powerful Corporate Brands

Harsh Mishra and Aditi Sharma

Introduction

The Corporate Brand

Integrating Employer Branding with Corporate Branding

Employer Branding, Psychological Contract, and Psychological Ownership

Role of Employees in Corporate Branding

Significance of Having Committed Employees for a Corporate Brand

Conclusion

References

Introduction

The idea of transforming the corporate into a brand is and has been present in the branding literature since 1950 (Balmer, 1995). In fact, it can be safely asserted that almost all of the world’s original brands were corporate brands as most of the companies produced only one product in the beginning which became synonymous with the company. ...