How brand gives employees meaning: Towards an extended view of brand equity

Abstract

Brand is a corporate equity often examined today from the marketing and financial points of view. The present research tries to show that brand value can also be seen in terms of the added meaning it gives employees. Based on a case study of four organizations, we show that brand creates a triad of qualities – signification, direction and sensation – for employees, distinct from those that consumers feel and understand. Accordingly, we revisit the concept of brand equity from the employee point of view, or Employee-Based Brand Equity (EBBE).