BRAND OR BRANDING MANAGEMENT

Brand or Branding Management

Brand or Branding Management - Research Proposal

Project Title

Employer-brand equity, organizational attractiveness and talent management in the private sector, Sweden

Background of the Research

Branding is in the field of marketing, the discipline of managing trademarks, especially the picture of companies that operate brands of Sweden (Goodyear, 1993). Employer brand is one of the strongest assets of the company that can attract the best talent. Known name gives the company additional opportunities for personnel matters and saves on staff salaries. The company gets a competitive advantage in the market of human resources only if its name evokes pleasant memories and emotions. Often, potential employees are influenced by advertisements aimed at consumers. As consumers improve their quality of life, brands become a dominant factor in the consumer decision process. The brands offer consumers a faster way to identify products and services that have high value (Berry 2000, 128).

Research problem

The main research problem in this research is to analyze and discuss employer-brand equity, organizational attractiveness and talent management in the market of Sweden.

Research aim and objectives

The literature review of employer-brand equity, organizational attractiveness and talent management in the market of Sweden.

The three elements will be discussed complying in the Swedish market.

The relationships and the framework of the three elements will be discussed.

The practical implications of this study will be with respect to the brand and branding management in Sweden.

Significance of the Study

The study is important to involve the reader into the deep and thorough understanding of brand through employer-brand equity, organizational attractiveness and talent management. The research will be important for those companies who are going to take an initial step in the practical market so that they can know what brand is and how it is managed. Branding is the place of the brand in the minds of consumers, the idea is to be the first or one of the first brands that comes to mind when consumers talk about corresponding market sector. The brand allows the company to assert its identity and at the same time to distinguish itself from its competitors. It is a real source of value (Berry, 2000).

Reliability & Validity Concerns

There are several definitions of reliability, which they observed as being analogous to dependability, in their article regarding the requirement for rigor in qualitative research. Reliability is the ability of the instrument to measure that which it is measuring and “the consistency or constancy of a measuring instrument”. Validity can be seen from the perspectives of internal and external validity. They observed that internal validity is a product of the quality of the original research and to some degree could be assessed based on the quality of the methodology employed. Following each respondent, the researcher would journalize personal perceptions and observations made during the survey (Zambuni 1993, 22).

Ethical Considerations

Researcher is aware of the ethical issues involved in this work. Responsibility for all procedures and ethical issues related to the project rests with the principal ...