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Brander’s technical articles highlight interesting topics, strategies, opinions, facts and trends relating to branding. They demonstrate our expertise, our competence, our attitude and our style.

Employer Branding

Employer branding – positioning a company in the employment market to attract suitable employees – is one of the key challenges of strategic corporate management.

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Brand & Talent Management

A recent brand management survey (Prophet/GfM, 2013) reveals that of the surveyed 600 brand managers and 32 companies in Switzerland, only every tenth company reported that its brand management and human resource departments work hand in hand.

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The Brand as a Change Driver

What role can a brand play in a company‘s change management? As a strategic management tool, a brand provides valuable fundamentals for the successful initiation and implementation of change processes. To achieve this objective several factors must be taken into account.

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Employer Branding

Positioning a company as an attractive employer falls within the remit of strategic management. It is an integrated process that comes into play before, during and after the recruitment process.

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CEO Branding

CEOs represent their brands on the front line. Those perceived as authentic representatives of their brands are outstanding brand ambassadors.

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Brands and Music

Using music to give a brand an additional emotional dimension makes good sense. Ideally, however, this process should only be viewed as an additional branding feature: it is a component in multi-sensory communication strategies, and employing audio branding can complete a comprehensive brand image.

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