Read this article: https://www.brandingstrategyinsider.com/2008/10/beware-of-ceo-b.html#.WwqROMmpVPY. How might the different stakeholder group’s illustrated on page 322 respond to the chief executive of Barclays? Map these groups using Figure 12.4.

Read this article on the world’s most trusted brands: http://www.entrepreneur.com/article/223125. What corporate brand strategies might these companies adopted to give the consumer the perception that they can be trusted?

 Read this article on employees and brands: https://www.forbes.com/sites/williamarruda/2013/10/08/three-steps-for-transforming-employees-into-brand-ambassadors/#27bb48561040.  Reflect on your own place of work (or place of study) as a brand and construct a story to explain to a new employee (new student) what your company’s (university’s)  point of difference is.

Visit: https://www.forbes.com/sites/larsschmidt/2016/09/17/unexpected-brands-who-are-turning-to-storytelling-to-drive-recruiting/#110da43e5a71. Why could an employer brand be so potentially important to brand management?