Strengthening awareness of brand promise among employees

• Main Author: Quilinquin, Schubert Seir T.
• Format: text
• Language: English
• Published: Animo Repository 2019
• Subjects: Branding (Marketing); Employees—Attitudes; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/7048
• Institution: De La Salle University

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.