10 papers analyzed
These studies suggest that corporate branding involves internal factors, employee involvement, and understanding market needs, with approaches varying from internal to external, and it plays a significant role in differentiating and adding value across various industries.
Branding has become a critical focus for organizations across various sectors, recognizing its role in differentiating products and services in competitive markets. This synthesis explores the multifaceted aspects of branding, drawing insights from multiple research papers to provide a comprehensive understanding of the topic.
Internal Branding and Employee Role:
Interdisciplinary Nature of Corporate Branding:
Branding in SMEs:
Industrial Branding:
Co-Branding in Industrial Markets:
Service Branding:
Challenges and Criticisms of Branding:
Branding is a complex and multifaceted concept that plays a crucial role in differentiating products and services across various markets. Effective branding strategies must consider internal factors, interdisciplinary approaches, and the specific needs of different market segments, including SMEs and industrial markets. While branding offers significant benefits, it also presents challenges that organizations must navigate carefully to maintain authenticity and value.
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