brands. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial … comments and places the articles in context. Findings – The days are long gone when brands were merely names given to products … their own particular, but all‐important, roles in today's businesses. Originality/value – To understand how brands become …

impartial comments and places the articles in context. Findings – At one time Hewlett Packard employees felt privileged to work … groups of employees at HP but this was tempered by good inter‐team collaboration and just a healthy dash of competitiveness …. Recruitment was brisk with HP high on the list of companies new graduate techies wanted to work for. Today HP is a chastened, but …