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People Branding


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Employees as Brand Ambassadors

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People Branding

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  2. 2. People Branding is a neglected Field of Brand Management<br />
  3. 3. For the customer the employee isthe service, the brand, and the company<br />
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  6. 6. Behavioral branding<br />Behavioral Branding is defined as any type of verbal or non verbal behaviorthat directly or indirectly determines brand experience and brand equity.Tomczak, Herrmann, Brexendorf and Kernstock 2005Behavioral Branding means strengthening the brand experience of all external stakeholders, especially customers, by showing brand adequate employee behavior.In so doing the positive brand experience and the explicitly and implicitly communicated brand promise strengthen the brand image.<br />
  7. 7. What managers think…<br />
  8. 8. What customers experience…<br />
  9. 9. Appearance Branding<br />
  10. 10. What happens if an attractive person looks at us?<br />
  11. 11. What if Beautiful is Good:<br />
  12. 12. Good News<br /># Attractiveness is intra-personally variable – not only ‚god given‘ beauty counts# Perception of attractiveness is subjective and context dependent –if you are a grocer, you do not need highly attractive models as employees.# The impact of perceived attractiveness on customer satisfaction depends on the objective quality of employee behavior:The power of attractiveness is maximized in case of high quality employee behavior.In case of low quality employee behavior, attractiveness is not relevant.<br />
  13. 13. What about People Branding in your Company?<br />1. Do you believe that your employees represent your brand in the pointsof interaction?2. Do you think that your customers recognize brand specific behaviorand appearance at all? And if so - what would be brand specificbehavior and appearance for your brand?3. How much attention, time and money do you invest so far inanalyzing, optimizing and managing “high touch” people branding?<br />