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Mar - Apr 2011 |  know thyself
By Alvina Clara, Dr Ramesh Kulkarni

Employees are a critically important constituent of the service brand and are ultimately responsible for delivering the brand promise. As such, they need a shared understanding of their service’s brand values along with a strong identification with and commitment to encourage brand-supporting behavior. Employee alignment is vital to a service brand’s success, since service branding is more about internal consistency and places more emphasis on managing the total brand experience.
 
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