Sofiia Mokina

PhD student

Department of Management

National University of Food Technologies

Place and Role of Employer Brand in The Structure

of Corporate Brand

Kyiv, Ukraine

E-mail: sofia.mokina@gmail.com

ABSTRACT. This article discusses the employer brand concept as a component of the corporate brand structure. The role and place of the employer brand in the corporate brand structure were analyzed, the comparison of the main characteristics of the corporate and employer brand was made. The definition of the employer brand was proposed, the scheme that reflects the relationship between the components of corporate brand was worked out. The article states that the product brand has the biggest impact on the employer brand; the strength of the product brand reinforces the strength of the employer brand. A schematic representation of the corporate brand is suggested, one of the components of which is the employer brand. The employer provides employees with the realization of the employer brand values so that the employees, in turn, effectively provide the promises of the product brand to consumers and customers.

Received: November, 2013

1st Revision: January, 2014

Accepted: March, 2014

DOI:10.14254/2071-789X.2014/7-2/11

JEL Classification: M12, M14, M31

Keywords: brand, branding, corporate brand, employer brand.