Diagnostics of an enterprise-employer’s brand competitiveness

Economic Annals-ХХI: Volume 137, Issue 1-2(1), Pages: 94-97

Citation information:
Balabanova, L., & Sardak, O. (2014). Diagnostics of an enterprise-employer’s brand competitiveness. Economic Annals-XXI, 1-2(1), 94-97. https://ea21journal.world/index.php/ea-v137-24/

Liudmila Balabanova
D.Sc. (Economics),
Professor,
Donetsk State University of Economics and Trade named after M. Tugan-Baranovsky
31 Shchors St., Donetsk, 83050, Ukraine
lvbalabanova@mail.ru

Olena Sardak
D.Sc. (Economics),
Professor,
Donetsk State University of Economics and Trade named after M. Tugan-Baranovsky
31 Shchors St., Donetsk, 83050, Ukraine
evsardak@mail.ru

Diagnostics of an enterprise-employer’s brand competitiveness

Abstract. Introduction. Strong brand of an enterprise-employer is an essential advantage at the labour market under modern conditions. It causes the necessity of carrying out the enterprise-employer brand competitiveness, which is the basis of the new tools elaboration for improving its potential. Existing scientific approaches for defining brand assessment indicators remain controversial and refer mainly to goods brands. However, the issues concerning scientific-methodological fundamentals of the enterprise-employer brand and especially its competitiveness remain insufficiently developed. Purpose. Improvement of scientific-methodological approach to the enterprise-employer brand competitiveness diagnostics. Methods. Analysis, generalization, system and complex analysis, method of pair comparisons, expert and rating assessment. Results. The majority of scientific works are devoted to goods branding. The list of brand strength identifying indicators, presented in existing scientific approaches, is not sufficiently complete and rational. At the present time, lack of attention is drawn to the preference assessment methodology which reflects the relationship of labour market participants and enterprise-employer objectively. Such generalizing indicator as «enterprise-employer’s brand competitiveness», which is defined by brand strength and preference level to the given brand, is recommended to use within the process of enterprise-employer’s brand analysis. It is proved that management efforts aimed at improving the state of the enterprise-employer’s brand strength may accordingly lead to improving of the brand preference and vice versa. It is recommended to define the corresponding importance of brand strength as well as brand preference taking into account their mutual impact. Considering vivid relations between strength assessment indicators of the brand and the brand preference, it is possible to find out brand strength potential as well as brand preference potential of an enterprise-employer as a result of management efforts aimed at relevant indicators improving.

Keywords: Brand; Enterprise-Employer; Brand Strength; Brand Preference; Brand Competitiveness

JEL Classification: D22; M31; M59

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Received 12.11.2013