Benchmarking brand management in the creative industry

Abstract

This paper identifies benchmarks in relation to brand management practices in the creative industry. Based on the findings of three case studies we propose an empirical framework explaining the interrelationships among five employee management practices, individual/team creativity and corporate brand building. We conclude that creative organisations need to recognise their employees’ creative output as their key asset towards successful brand building and hence should aim to provide their employees with the appropriate environment for enhancing creativity in their work.

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