Amit Kumar

Employee as a tool for brand image creation A study Amit Kumar

1.1 Introduction

In the time of Liberalization, Privatization, and Globalization (LPG), organizations are

experiencing cutthroat competition for their existence and sustenance. This is forcing

organizations to be more innovative and proactive in their business operations, thus,

brand promotion plays a vital role in creating sustenance and having a competitive edge

in their operations. According to conventional wisdom, branding is for external

communication which aims to influence potential and prospective customers. But, this

approach to branding is too narrow, especially, when a company desire to frame an effective

business strategy its employees should also be motivated for the successful implementation

of marketing plans. In the era of turbulence, organizations are compelled to change their

need, preferences, taste, trend, and competition strategies according to their customers and

competitors
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