... segmentation 203–8Self-categorization 116, 136, 137Self-concept 137, 138changing 116Self-disclosure 138–9Self-esteem 137Self-identity 140, 142Self-reference 91Service-profit chain 20, 28, ... Employer brand equityBrand identity 55, 57–8vs brand reputation 58definition 57Brandingcorporate, see Corporate brandingdevelopments in 46–7employee branding 116, 281–5employer branding 277–88global ... 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...