The Relationship between Intellectual Capital and Brand Equity

Meenakshi Gupta and Jaya Bhasin

Management and Labour Studies, 2014, vol. 39, issue 3, 329-339

Abstract: Intellectual capital includes all processes and assets that are not normally shown on the balance sheet and all the intangible assets (trademarks, patents and brands) that modern accounting methods consider; it includes sum of knowledge’s of its members and practical translation of his or her knowledge. Corporate brand, on the other hand, is a valuable resource, one that provides an entity with a sustainable, competitive advantage. The present article blends the viewpoints of intellectual capital and corporate brand and suggests the measures for mining human capital to create brand equity. Indian IT sector is increasing in economic significance, but we cannot neglect the fact that since the year 2008 the IT industry on the whole is facing a very volatile and uncertain environment, with the slowdown becoming an inescapable reality. In today’s scenario IT industry is focusing on improving operational excellence, and the role of HR within organizations is undergoing a significant change as well. Organizations are realizing that they need to develop innovative ways to increase operational and workforce effectiveness that in turn would affect their brand equity. The present study will find out the how some strategic elements of IT companies and their complementarities enhance an organization’s brand equity and how some intangible elements can become the core competencies of the firm that influence the brand equity of the firm, respectively. The study shows that to improve operations and increase profits, management should continue to focus on employee education and training and maximize the professional skills and abilities of employees.

Keywords: Intellectual capital; intangible elements; human capital; brand equity; talent management (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/0258042X15572420 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:manlab:v:39:y:2014:i:3:p:329-339

DOI: 10.1177/0258042X15572420

Access Statistics for this article

More articles in Management and Labour Studies from XLRI Jamshedpur, School of Business Management & Human Resources
Bibliographic data for series maintained by SAGE Publications ().