This Marketing Dissertation Examines Employee Branding Concept as a Source of Sustainable Competitive Advantage A Study of Two UK Airlines. Employee Branding Concept Dissertation – The best airline brands are those that consistently deliver their promises to their consumers and are able to create a meaningful and lasting value for them. Employees are a crucial constituent of any service brand and are ultimately responsible for delivering the brand promises, but the task of getting employees to live the brand and consistently deliver on all its promises is a huge challenge for the airline sector. Recently the concept of employee branding has elicited academic and practitioner attention that specifically focuses on addressing this challenge. The field of employee branding is relatively new and has only begun to unfold. Now, more than ever, managers have become interested in how this process can help them achieve a sustainable competitive advantage for their organisations. This thesis
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