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Some organizations prioritize branding over other initiatives, while others rely on products, technology, competitiveness, etc. It’s a strategic decision that organizations make. These differences in the importance of branding within businesses vary across scale, geographies, industries, and markets. Organizations differ in their brand orientation. The term ‘Brand Orientation’ refers to an approach in which the

Organizations have discovered that brands are perhaps their most important assets for several reasons. There is increasing evidence and consensus that strong brands deliver value to businesses. The key benefits to ORGANIZATIONS are as follows; Increased profitability Increased clarity of vision Decreased price sensitivity Increased customer loyalty Increased revenues and market share Increased stock price