Strong brands are created by organizations with employees who feel committed to the brand, and believe in it. There is trust in the brand, creating a feeling that the brand keeps its promise and provides a good product to the customer.
Strong brands are built by organizations where the employees act according to brand idea. The organization is knowledgeable and feels commitment, using the knowledge as a script, that guides the daily work and the manner in which employees talk. They act and talk the brand - as if they are a part of the brand.
Living the brand index provides answers regarding:
- To what extent the organization is living the brand, is acknowledged by an index called LBI. LBI is aggregated from three focus areas; knowledge, commitment and action.
- What drive and attributes the organization sees as the brand, and what brand the organization is building in reality. What elements of the strategy are translated by the employees into the living brand?
