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Abstract

We start our day with a morning jog in Nike athletic shoes, we go to work dressed in a Raymonds suit in a new Accent car, and stop along the way for having a cup of coffee at Cafe Coffee Day.

These aren't mere shoes, clothes, cars and coffee we are talking about. These are brands, and chances are you have to choose them not only because they meet your basic requirements of clothing, transportation and sustenance, but also because the brands promise a certain quality and style that you've come to rely upon. Great brands provide a source of identification and assurance of quality. These brands simplify decision-making and communicate the value they create for their customers. And great brands make and keep their promises. These characteristics differentiate great brands and cement their leadership credentials.

Branding in HR has traditionally been limited to the employment function. The HR branding has become a topic of great interest. The importance of mastering the concepts and skills behind branding have greater implications for HR professionals in the "new economy".

The success of an organization relies upon excellence in execution. Historically, corporate leaders have looked to other functions, such as product development, marketing and sales, to drive corporate success, today more and more eyes are looking towards HR as the call for need.

Success of the brand depends upon of awareness and relevance. If target audiences are not aware of the brand, if their internal and external customers don't notice your effort in the cacophony of messages they receive each day, then we will never have a chance to be relevant. And if they become aware of you, if you capture their attention and fail to deliver relevance, then they will learn to ignore you.

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* Contributed by -
Shravanthi B. & Sumanth T.,
MBA 3rd Semester Students,
Department of Business Management,
College of Commerce & Business Management,
Osmania University.