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Companies today are viewed and judged in a more multidimensional way than ever before. Consistent financial performance, coupled with sustainable business practices, unimpeachable business ethics, the ability to attract and keep world-class talent–all have equal footing on the scorecard against which a CEO is evaluated. Companies invest a lot of money in creating and maintaining their brand, but the Internet has sparked a new trend called “Personal Branding”. Personal branding isn’t only important for promoting a product, business or political cause, but also for promoting yourself for advancement within your own organization. Companies have to foster authentic, well-defined brand positioning . Brand positioning characterizes the way a company wants its target audience to think about its brand.

Companies having different visions and culture are in-compatible for co-branding. If brand don?t possess sufficient credibility in market, it can negatively affect the other partner?s brand. Companies expand their branding activities with the objective of pursuing higher returns, but consumers are indifferent or might even react negatively (over-branding) to those additional branding activities. Ultimately it will lead to a reduction of financial performance. Companies engage in co-branding to leverage strong brand. It is becoming a popular business practice to strive for a positive association between different brands that can develop synergy.

Employers, investors and other stakeholders expect those running companies to understand the major principles that drive and sustain brand value: after all, we are talking about what can often be the single most important asset a corporation owns. Employer branding may have become the HR department’s equivalent of the old joke, ‘marketing promises what operations cannot deliver’.

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