Article 1Topic: Brand SpeaksBrand Speaks!!!The American Marketing Association defines a brand as "a name, term, sign, symbol, or design, or a combination of they, intended to identify the products or services of a seller or group of sellers and to differentiate them from those of competitors”. A brand is therefore a product or service that adds dimensions that differentiate it in some way from other products or services designed for satisfy the same need.But today brands are alive and represent a “distinctive name that identifies a product or service”. It builds the basis for differentiation and competitive advantage by influencing the image of the company's stakeholders services is a habitat of resources: its employees. Branding a services organization means branding the services and the professionals. The intangible nature of professional services means that the organization should be perceived as an expert in its field. The healthcare sector is truly a service sector and here people serve other people. Therefore, internal branding of services acquires significant importance. Solid internal branding leads to the “wow” effect at every moment of truth. The moment of truth in service for the healthcare industry is the point at which anyone who enters the hospital – a patient, their participants, suppliers, vendors or stakeholders – interacts with any hospital staff member and has an experience. It is from this point that the hospital's brand is built. Additionally, brand identity leads employees to accept the organization's values ​​and align their behavior with those values. Many brand management studies emphasize that employees represent and convey corporate brand values ​​when interacting with key audiences. Especially in the service sector, one might expect the perceived identity of customer-facing employees to coevolve with the perceived image of the customer. Branding therefore helps shape the perceptions and actions of organizational members. Employees provide the interface between internal identity and external expression of identity and contribute to building and maintaining the brand. Brand determines the perceptions and actions of organizational members. The Norvic Brand The Norvic brand was born out of the private sector's need to complement the role government plays in human development. It was cultivated by good professionals, who are the pillars of the brand. It has been supported by a unique culture, quality of service and exceptional performance that sets it apart. During the 15 years of its existence, the brand has been strengthened through word-of-mouth communication and the continuous commitment of its employees to deliver on the brand promise and maintain its reputation.