Brand equity and the alignment to new social and competitive paradigms in the modern context

Objectives The current competitive environment is rapidly evolving. We have seen a fast pace of change in globalization, technological innovation and the emergence of new social and competitive paradigms. This is due in no small part to the coexistence of different generations in the enterprise organizations, and to new business models, such as those of the sharing economy, that has been expanding the avenues for sharing and collaboration through information technology. Such is the impact these changes cannot be overlooked. Our research objective is to analyse whether firms can adopt new strategies which take into account the opportunities from these new social and competitive paradigms in order to survive in this context. In particular the paper aims at analysing, what and indeed if any is taken on board by organizations and what impacts a corporate culture shaped by the new corporate environment can have on corporate branding and brand equity. Literature on the topic The paper will try to identify the factors that can facilitate or inhibit corporate decision-making aimed at developing a corporate culture more in line with the new social paradigms following the organizational theories. We will also identify the tools that internal branding approach provides human resource managers. Further we will examine the tools that the marketing literature on brand management and employer branding offers to area marketing managers. Firstly the tools will be examined with regard to how they can aid the development of a corporate culture and secondly how they enhance brand equity in line with the new paradigms. The paper outlines a theoretical framework for this topic. Methodology To answer the research questions, it will carry out a qualitative methodology, based on in-depth interviews with Human Resources managers, Marketing and Communications of multinational companies that are part of the 2016 ranking of the “Great Place to work Institute” in Italy. The managerial implications are that the paper integrates existing literature for both the academic community and decision makers.