How brands create value through employees bonding

29ème Congrès de l'Association Française du Marketing, La Rochelle (2013)
Authors: F. Berger-Rémy and G. Michel



A brand is recognised as a business asset, mainly estimated on a marketing and financial basis. This research shows that the brand value can also be appreciated according to the value it brings to the employees. Based on a qualitative survey with twenty-eight managers in four companies, the study shows that the brand is a motivational agent for co-workers through four functions: (1) sense-giving to their work (2) recognition (3) sense of belonging to a group and (4) safety.
Key-words: brand, employee-brand relationship, brand equity, intrinsic motivation