Build a better brand (Fujitsu)

Citation

(2009), "Build a better brand (Fujitsu)", Human Resource Management International Digest, Vol. 17 No. 1. https://doi.org/10.1108/hrmid.2009.04417aad.005

Build a better brand (Fujitsu)

Article Type: Abstracts From: Human Resource Management International Digest, Volume 17, Issue 1

Chubb L. People Management (UK), 24 July 2008, Vol. 14 No. 15, Start page: 24, No. of pages: 2

Purpose – Describes the employee communication and branding exercise that was launched by Fujitsu, the IT company throughout its European operations, to establish a reputation for realism, honesty and pragmatism. Design/methodology/approach – Explains the background to the exercise and the methods used to ensure that all employees understood the brand and shared the values embedded within it. Quotes from the company’s head of human resources and some of its employees on the impact of the programme and how it has become established in all areas of the company’s operations, both external and internal. Findings – Underlines the success of the programme in aligning its employees behind the company’s brand and enabling them to contribute to the performance of the company and the satisfaction of its customers. Originality/value – Profiles a successful branding exercise to reinforce a company’s culture and values. ISSN: 1358-6297 Reference: 37AR790

Keywords: Brands, Corporate culture, Employee attitudes, Organizational performance, Fujitsu