and trends like globalisation, there has been a strong emphasis on the growth of manpower development along the lines of securing employees as long term assets in whose hands the growth of company lies. This is where the term expertise comes in.
Expertise means many things to many people due to the sole reason that it includes a lot of elements that contribute to the organisation strength when it comes to the achievement of goals. This has basically been used in Non governmental organisations, but has recently been added to every corporation’s list of priorities. (Grandstand, 1999) This brand of expertise gives rise to intellectual capital through a strategic growth and development process of the organisation’s human capital. This paper deals with the study of intellectual capital within the corporate sphere in terms of its brand asset relevance aspect. In this respect, it has been realised that intellectual capital needs to be measured to chart and track the course that is being followed by the organisation and the people within it, as far as reaching and achieving goals is concerned. The organisation that will be dealt with here is Skandia – the pioneer.
The objective is to study the relevance and reliability of the brand assets and their value in terms of this company. The methods chosen for this are the various models proposed by Brooking and Malhotra that help determine the elements and parameters within which IC can be studied to find out how the same contributes to the value of the brand asset at Skandia. These models have helped develop a specific brand strategy through a focus on various elements like IC, Organisational Change, Consumerism, Knowledge management and various other factors, so as to help determine the areas of applicability within the organisation so as to carry out growth and development.
Whether it is in the Research and Development department or the marketing department of the organisation, this term has been categorised to imply
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