All companies or products start out with a positive self-concept. The power of self-concept governs just as much corporate life as personal life. But in the corporate world, the self-concept is called the brand. The holistic view of the brand encompasses material values (tangible assets as finances and equipment) as well as immaterial values (intangible assets such as the company's goodwill and values). When the brand meets the brand stakeholders, e.g. the organization representing it, the brand can be reinforced in a positive or negative way. Your organization is the premium source of positive reinforcement of the brand. If it doesn’t have a reflective approach reinforcing your brand, it will tarnish it with the consequence of reducing the brand value. Symptoms of that can be high personnel turnover, decreased stock value, and reduced sales. Read more in the following articles. If you don't find what you are looking for, try our search function to the left. |
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The Brand
