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The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.

This research examines and analyzes the impact of employee branding and employer branding in multinationals that exceeded the national boundaries in globalization. The motive of the research is to identify the significance of employer and employee branding for the success of the multinationals. The emergence of a MNC culture in India is widespread, and it promotes an employee-oriented philosophy by making all the amenities available to the employees. Multinational organizations focus on employee and employer branding to achieve the desired goals. Employee branding is a new term in the service industry that emphasizes the internal marketing of the organization Infront towards the external image of a company. India has a significant presence of service sectors as in the top 10 around the world. Employment rate in the service sector in India is more that 32.33% as per the collected data by the World Bank in 2020, wherein the large number of employees contributing their services in the different fields becomes a matter of concern for a company’s policies. This research was conducted on a population sample size of 204 respondents working in multinational organizations of Gurugram, India, using convenience sampling through a structured questionnaire. Data analysis of the survey was coded in Ms-excel 2015 and SPSS-21. Primary and secondary data are used in this study. Primary data are collected through questionnaire method, and secondary data are collected through journals, books, websites etc. This study will help human resource managers to improve HR policies and organization culture and to increase employee branding to gain desired success in organizations.

This chapter describes the main issues in scientific literature related to industrial branding. First, we set the background focusing on industrial branding, followed by brand equity and measurement, and brand orientation in business markets. The second section relies on controversies and problems inherent in the gaps in theory and implementation of branding. The third section proposes several solutions and recommendations for academics and practitioners, followed by proposals for future research directions and conclusions. We also present a case study and several case questions arising.

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.

The chapter introduces a model of destination branding and reports a project that applied the model to examine the current image of Greece. The project was undertaken on behalf of the Greek national tourism organization by a binational consortium. Through conducting primary and secondary research on the public perception and self-portrayal of Greece, the project team found the current brand image and identity not to be in accordance with the country's reality. Indeed, although the brand image elements currently expressed are relevant, they represent only a small portion of a much larger existing offering. To that end, the team proposed new branding strategies based on the model, offering a series of recommendations on how to implement the strategies.