Internal Branding of HR Using the Expectation Gap Analysis with Respect to NTPC

In this case study, we give an overview of the importance of branding, steps involved in building a brand for the HR department. We have also described the importance of creating a brand for the HR department to attract, motivate and retain the best and brightest in order to survive in the competitive world. Then we have analyzed the various sub systems of HR brand system which serves as the Unique Selling Proposition (USP) of the company to grow in a big way in the long run. Surveys on the employees of the NTPC have been conducted on the basis of expectation gap analysis and there view points are being mentioned in the survey