Article 1Topic: The Brand SpeaksThe Brand Speaks!!!The American Marketing Association defines a brand as “a name, term, sign, symbol or design, or combination of these, intended to identify the products. or the 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 one way or another from other products or services designed to satisfy the same need. But today, trademarks are alive and represent a “distinctive name identifying a product or service”. It lays the foundation for differentiation and competitive advantage by influencing the image of the company's stakeholders. A service organization is a habitat of resources: its employees. Giving a brand image to a service organization means giving a brand image to services and professionals. The intangible nature of professional services means that the organization must be seen as an expert in its field. The healthcare sector is a true service industry and here, people serve others. Therefore, internal branding of services assumes considerable importance. A strong internal brand leads to a “wow” effect in every moment of truth. The moment of truth in healthcare service is the moment when anyone walking through the hospital – a patient, their companions, suppliers, vendors or stakeholders – interacts with any member of the hospital staff and has an experience. It is from there that the hospital brand is built. Additionally, brand identity leads employees to accept the organization's values ​​and align their behavior based on those values. Many brand management studies emphasize that employees represent and convey the company's brand values ​​when interacting with key audiences. In the service sector in particular, the identity perceived by employees in direct contact with the customer could co-evolve with the image perceived by the customer. Brand image therefore helps shape the perceptions and actions of organizational members. Employees provide the interface between the internal identity and the external expression of the identity and contribute to the construction and maintenance of the brand. The brand determines the perceptions and actions of organizational members. The Norvic Brand The Norvic brand was born out of the need for the private sector to complement the role played by government in human development. It was nourished by good professionals, who are the pillars of the brand. It is based on a unique culture, quality of service and exceptional performance that sets it apart. Over its 15 years of existence, the brand has grown stronger through word of mouth and the continuous efforts of its employees to deliver on the brand promise and maintain its reputation.