Branding of learning and development: evidence from research

PurposeThe paper shows how branding is a crucial part of the strategy for a learning and development function.Design/methodology/approachResearch was conducted across a range of organizations. There was also an in‐depth study in one organization.FindingsBranding is important but often badly done.Research limitations/implicationsFollow‐up research on the pay‐off from branding would be useful.Practical implicationsThe research suggests some practical steps that learning and development can undertake to improve their image in the organization.Originality/valueThere has been very little work done on the branding of learning and development. The research is original and unique.