Brand and Corporate Names as Vital Assets to Organisations

Business & Finance, Management & Leadership, Management
Cover of the book Brand and Corporate Names as Vital Assets to Organisations by Wilson Chege, GRIN Publishing
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Author: Wilson Chege ISBN: 9783656245896
Publisher: GRIN Publishing Publication: July 27, 2012
Imprint: GRIN Publishing Language: English
Author: Wilson Chege
ISBN: 9783656245896
Publisher: GRIN Publishing
Publication: July 27, 2012
Imprint: GRIN Publishing
Language: English

Scientific Essay from the year 2012 in the subject Business economics - Business Management, Corporate Governance, , language: English, abstract: Heightened competition and increased need to maintain or expand existing market shares forces firms to undertake strong branding and corporate naming. Through analyzing and reviewing scholarly work, the current study investigates the utility in branding and corporate naming for firms. The concepts of branding and corporate naming are described, focusing on the relationship between a firm and its customers. This is followed by a discussion of the importance of branding to a firm, alongside how a strong brand can be developed and maintained. The emerging issues in the field of branding and corporate naming; ethical branding and the anti-branding movement, are reviewed. A set of recommendations then usher in the conclusion, underpinning the position that branding and corporate naming are vital for competitiveness in the contemporary market.

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Scientific Essay from the year 2012 in the subject Business economics - Business Management, Corporate Governance, , language: English, abstract: Heightened competition and increased need to maintain or expand existing market shares forces firms to undertake strong branding and corporate naming. Through analyzing and reviewing scholarly work, the current study investigates the utility in branding and corporate naming for firms. The concepts of branding and corporate naming are described, focusing on the relationship between a firm and its customers. This is followed by a discussion of the importance of branding to a firm, alongside how a strong brand can be developed and maintained. The emerging issues in the field of branding and corporate naming; ethical branding and the anti-branding movement, are reviewed. A set of recommendations then usher in the conclusion, underpinning the position that branding and corporate naming are vital for competitiveness in the contemporary market.

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