Military Academy “G. S. Rakovski”
Abstract: Building corporate brand requires also building strong relationship between the organization and the employees. If companies invest emotional, cultural and social value in their brands this means that their employees should also align their values with corporate identity and corporate values. This article studies the importance of communicating with the employees for the successful corporate branding as well as the process of communication itself and especially the necessity of finding the authentic values of the organization.
Key words: communication with the employees, corporate branding, authentic values, shared values.
Rhetoric and Communications E-journal, Issue 29, July 2017, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464