The values of a brand can be partially built through communication, as the classical approach to branding shows, but staff, or more precisely the organisation’s culture, are also critical contributors to a brand’s functional and emotional values. Internal brand management is seen by many as a potential route to acquiring sustainable competitive advantage through building

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

Branding is tough. It requires skills, resources and tools. Not all businesses have it. Some are struggling due to lack of skills, while others due to limited resources, and then there are others in trouble due to lack of tools. Business leaders who have to deal with numerous challenges are good at multi-tasking. However, branding