Title: Employee and corporate branding: antecedents of change management

Authors: George Kofi Amoako; Geoffrey Kwasi Adjaison; Noble Osei-Bonsu

Addresses: Department of Marketing, Central Business School, Central University College, Accra P.O. Box 2305, Tema, Ghana, West Africa ' Bureau for Research and Development (BfRD), Ghana, 7th Floor, Heritage Towers, Ambassadorial Enclave; Business Development Centre, Central University College, Accra, Ghana, West Africa ' Department of Human Resources Management, Central Business School, Central University College, Accra P.O. Box 2305, Tema, Ghana, West Africa

Abstract: Employees can be made ambassadors of organisations if well motivated. Employees who have bought into the vision of organisation can bring about positive change management. There are a number of factors that can affect the brand of a company. These factors could be the key players of organisational success as the perception of a company's brand is very critical for its survival or failure. In survival strategies employed by many consultants for corporate restructuring and turn around management, change management and its strategic processes are very crucial for the enhancement of the corporate brand. This paper seeks to suggest the levels of applying these processes for both internal and external stakeholders and its impact on brand enhancement and corporate image. The authors have however proposed a conceptual model in the research work to further substantiate the suggestions made.

Keywords: change management; corporate branding; employees; antecedents; organisational change; brand enhancement; corporate image.

DOI: 10.1504/IJGSB.2015.069034

International Journal of Globalisation and Small Business, 2015 Vol.7 No.1, pp.26 - 38

Received: 09 Oct 2014
Accepted: 19 Jan 2015
Published online: 24 Apr 2015 *

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