Today's world is brand conscious and the need to create brand awareness is vital for an organization's survival. The brands simplify decision-making and communicate the values they create to the customers. But, of late more and more eyes are shifting towards the HR Department and the strategy which is applied to products is also applied to HR Department which can be called "HR branding". This article presents an overview of HR branding which helps in realigning the corporate strategies, which in turn would help in attracting, motivating and retaining the best to survive in the competitive environment.

Branding has been around for ages as a means of differenti ating the goods of one producer from another. According to American Marketing Association, brand has been defined as a "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitors."

Today's world is very brand conscious and the need to create brand awareness is vital for an organization's survival. We start our day with a morning jog in Reebok athletic shoes; we eat Maggie noodles; we go to work dressed in a Reid & Taylor suit in a new Innova car, and stop on the way for having a cup of coffee at Cafe Coffee Day. What do these statements signify? It does not imply just a pair of shoes, a breakfast, clothes or a car. But it shows the importance of the concept of branding in the minds of the people. These brands are chosen by an individual as they not only take care of the basic needs, but also deliver the promises to the individual customers. These brands simplify decision-making and communicate the values they create to the customers.

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