Employee Contributions to Brand Equity
探讨员工如何影响品牌资产，指出几乎所有管理政策都能影响品牌，企业需识别差异化员工并聚焦资源，同时员工了解自身贡献能增强品牌承诺。
Viewing employees as elements of a brand or as “brand ambassadors” means that almost any policy can affect brand equity. Resource allocation for brand-building requires understanding what differentiates “our brand” in order to focus resources on the employees who provide that difference. Employees' commitment to the brand increases when they know how they can contribute. Management actions matter—from small issues like free coffee to large issues like mass layoffs.