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What Makes A Brand?
In their raw format, we refer to brands as symbols, icons, or even a sign of an offering. This offering can be a product, a service, or even a gesture. The signs and symbols the brand signifies possess specific implications besides the conventional and obvious meaning (Bastos and Levy, 2012). Brands also serve the role…
Branding and Employee Performance
For several years, corporate branding has received increased traction in marketing literature. And the increased attention was particularly profound in the mid-1990s. To a great extent, there is a general agreement on how to perform the corporate branding process. Moreover, participants of a corporate branding process will have diverse perceptions of organizations. Each of the stakeholders’…
A BRAND? CORPORATE, EMPLOYER & INTERNAL BRANDING.
An organization’s existence is manifested by its perception. There are different layers of stakeholders with varying degrees of interest and influence on the organization’s performance. While branding provides an identity, uniqueness, and personality to a corporate body, careful tailoring of branding with optimal marketing efforts can take an organization’s visibility to higher degrees. Brands exist…
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Mujeeb Patla 