Branding of learning and development: evidence from research

Abstract

Purpose

The paper shows how branding is a crucial part of the strategy for a learning and development function.

Design/methodology/approach

Research was conducted across a range of organizations. There was also an in‐depth study in one organization.

Findings

Branding is important but often badly done.

Research limitations/implications

Follow‐up research on the pay‐off from branding would be useful.

Practical implications

The research suggests some practical steps that learning and development can undertake to improve their image in the organization.

Originality/value

There has been very little work done on the branding of learning and development. The research is original and unique.

Citation

Cunningham, L. (2006), "Branding of learning and development: evidence from research", Development and Learning in Organizations, Vol. 20 No. 2, pp. 7-9. https://doi.org/10.1108/14777280610645859