Corporate Reputations, Branding and People Management 8. This book is essential reading for CEOs, marketing and HR practitioners who are serious about making a valued contribution to the success of their organization. This book outlines the future scope and contribution of human resources to business strategy. It is one of the first serious studies of the corporate landscape and is very well researched and practical. I hope you get as much out of this book as I have. | 54 Corporate Reputations Branding and People Management of effective people mmegement in the branding process. In addition to the practitioner works we have cited academics in the field tatee been tending out rdatively similar messages tor a nuruliee otyeyns Berthed ot nt 199b Harria and deChernteonn. 2001 Ewingr 20bd neCeiey 2005 . Ate branding specialists on ihe goonnb enbeg this message to heart Tlteantwee arur-ified -yestDeCheroetony 2001a 200111 tuo rxplorod the differing rn-eipremtuonr held by brand menogers ofwMetl heel i mrne-diate relevonyedooHRandpenple withromeexamplesincluOe donee erotsnal leu engs -Oich create differentiation in the minds of customers . the Nike swoosh Iouo rdidos e 2nree eelper brands as ieoeriy enfonEablo barmerne of ewnoishigi . amongeei nneieetor mresltgy onivoneito s such as Camb gUiOmend eed Iie-e d brands as a tone of snorEratrd fee tmeni . Hoover or McDonald s which as the mloninntion recessmi D mgeons rl indivi ebaisonO helpthrmso makeattributions about edicts and sceoees reduce thr risU dor rrrsiomera m tauerfe markets brands as posotiurnng try helptag eosoclote brands with particular henedoe hii customers . the Virgin brand andW Rotee brands as dn1t 2 gitu tEt hit bbran eeo h tfith elnotiona EUuesbE nn2 thei12nnntleeaibenefits . Coke hel ping Caimn oeeta underwear brands as erelantmsdip notlder biebisaneolaooiem of the ideuoUbrsnds as embodying a personality into the nom no ru1d1meos labinnarularK ns9ip with dm brand . Darner d U. r-o .1. brands as dnsiblsofbaluel bhicheeld oroanizbdonn extend intonr . nolaledviorns . Virgin and its moves Uno the soft drinlg mark deny red ie moves into entertainment Chapter 2 Managing corporate brands and reputations 55 brands as addedvaluebeyondthe basic product or service offering for which customers value and are usually wibing to pay a premium
