A brand refers to an identity that includes a recognizable symbol, name, term or design of a product, service, organization or person. Brands create distinction between products or services by offering consumers a certain level of quality, reliability and perception. Successful brands can increase customer loyalty, gain competitive advantage and gain a strong position in the market.

Employer brand represents the value, business culture and working experience a company offers to its employees. A good employer brand can streamline a company's recruiting processes, increase the motivation of current employees and attract potential talent. Employees' loyalty and satisfaction with the company affects the strength of the employer brand.

Both types of brands impact the overall success of organizations and help them build solid relationships with consumers, customers, employees and industry stakeholders. Brands enable companies to distinguish themselves and achieve a unique position by establishing perception, trust and emotional connection. Employer branding has a critical role, especially in terms of human resources and talent management; because it affects the company's ability to attract, retain and develop its employees.

Employer branding has a critical role, especially in terms of human resources and talent management; because it affects the company's ability to attract, retain and develop its employees. A strong employer brand shows that the company has a positive reputation not only internally but also externally. This means attracting potential talent, providing a competitive advantage and being a leader in the industry. In the information society, companies' employer branding affects not only competition in the business world but also talent wars. A good employer brand attracts, retains and develops qualified and motivated employees. Therefore, being an employer brand in the information society ensures not only short-term success but also long-term sustainability for companies.