Strengthening awareness of brand promise among employees

Date of Publication

7-17-2019

Document Type

Insider Action Research

Degree Name

Master of Business Administration

Subject Categories

Business Administration, Management, and Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization

Thesis Adviser

Pia Redempta T. Manalastas

Defense Panel Chair

Raymund B. Habaradas

Defense Panel Member

Patrick Adriel H. Aure

Abstract/Summary

This paper is focused on strengthening awareness of brand promise among the employees of Mang Inasal. There was no really a formal venue to inform and to discuss to the employees the brand promise of the company. In fact, based on the 2018 attrition report, sense of community is the 2nd top reason why employees are leaving. This can also be corroborated with the 2018 Employee Engagement Survey wherein the scores on brand-related attributes were low.

To address this issue, I have undertaken this action research in collaboration with HR to develop activities to educate the employees of our brand promise. The timing is perfect since we just launched a new brand line that focused on community (Samahang Solb). We patterned this, and coined an umbrella term, “Samahang MI,” to house all activities that will be done for the employees of Mang Inasal.

For Cycle One, we organized a brand orientation. The goal is to educate the explain the importance of the brand promise to them and to the organization. For Cycle Two, we sent our email newsletter to reinforce the topics that we have discussed during the orientation.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG008128

Keywords

Branding (Marketing); Employees—Attitudes

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Embargo Period

1-14-2025

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