Measuring the brand internally

This article was originally published in Strategic Communication Management, June/July 2002. Melcrum Publishing Limited, London, UK (2002).

Advertising and marketing lay a strong foundation for perception of a brand, at least until people have contact with a company. Once people buy products or interact with company employees, their long-term impressions will be shaped by their experiences. Employees need to internalize the company brand or its image will suffer.