EMPLOYEE BRANDING SEBAGAI STRATEGI KOMUNIKASI ORGANISASI UNTUK MENGKOMUNIKASIKAN CITRA MEREK (BRAND-IMAGE)
Abstract: Brand image can be
projected through all aspects coming from the organization. From logo,
location, store layout, product quality,service quality and also can be
projected from the manner and attitude of the employees of organization toward
their customers. That is called employee brabding. As Miles and Mangold said
that employee branding is “the process by which employees internalized the
desired brand image and are motivated to project the image to customers and
other organizational consituents”. Employees can be strengthening and create
brand image through their behavior and attitude. Employee brand-building
behaviors may include courtesy, responsiveness, reliability, helpfulness, and
empathy, among others. Such behaviors have been shown to contribute to consumers’
perceptions of service quality and may result in higher levels of customer
retention and loyalty.
The succesfullness of communication depend on how the organization
projected their image to their publics. With employee branding, the employees
help the organization by showing their empaht and exploring customers -cultural
experiences. The real branding is creating brand by comprising all about the
intangible aspects and tangible aspects.
Penulis: Yeni Rosilawati
Kode Jurnal: jpkomunikasidd080065
