... Shop 12Brand equity 52–3components 52–3definition 52see also Employer brand equityBrand identity 55, 57–8vs brand reputation 58definition 57Brandingcorporate, see Corporate brandingdevelopments ... brand 22–3Associations, as component of brand equity 53AT&T, acquisition and re-branding of NCRCorporation 3–5Autobiography, organizational 21, 65, 106Awareness, as component of brand ... 46–7employee branding 116, 281–5employer branding 277–88global vs local 338–41interpretations of 53–8mistakes 9monolithic 19research 53–60roles of 54–6BrandsAmerican 2business success and 47–8celebrity...