Employee as a tool for brand image creation A study

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1.1 Introduction In the time of Liberalization, Privatization, and Globalization (LPG), organizations are experiencing cutthroat competition for their existence and sustenance. This is forcing organizations to be more innovative and proactive in their business operations, thus, brand promotion plays a vital role in creating sustenance and having a competitive edge in their operations. According to conventional wisdom, branding is for external communication which aims to influence potential and prospective customers. But, this approach to branding is too narrow, especially, when a company desire to frame an effective business strategy its employees should also be motivated for the successful implementation of marketing plans. In the era of turbulence, organizations are compelled to change their need, preferences, taste, trend, and competition strategies according to their customers and competitors