Millions of dollars have been spent to make sure consumers have an immediate, even emotional response to the logos of global brands such as Nike, Coca-Cola and Apple. So can individual employers use the same strategies to build strong “identity loyalty” among their own employees, creating workers who just as enthusiastic about their own workplaces?

Speaking at this week’s SHRM conference in Orlando, Americus Reed, professor of marketing at the University of Pennsylvania’s Wharton School, suggested that HR and benefits managers can play an important role in both clearly defining the culture and identity of their own companies, and doing what they can to help employees become engaged “brand champions” for their jobs.

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