Brand Values Archives - Projects, Thesis, Dissertation, Project Reports

The Role of Corporate Branding in a Market Driving Strategy

Market-oriented businesses are committed to understanding and developing superior solutions to customer needs through the processes of acquiring and evaluating market information in a systematic and anticipatory way (Kohli and Jaworski, 1990; Narver and Slater, 1990; Day, 1994; Slater and Narver, 1999). The

Internal branding: development of brand values and organizational commitment

Internal branding is considered to be a relatively new approach which assists companies to focus on the organizational vision and values, by collectively conveying and committing to one coherent brand message, so as to enhance the corporate brand identity to all stakeholders.

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