THE STRATEGIC ROLE OF BRANDING IN BUSINESS SUCCESS How Brand Identity Can Be Developed
This coursework seeks to demonstrate how branding fits into a company overall business activities, and how its strategic importance has not only remoulded the very concept of brand but also creating brand identity and brand equity. Within the confine of the Urde's Brand Orientation model, the author uses the car brand- Jaguar to elucidate how brand identity is developed.
Whether we are willing to admit it or not, brands help us define who we are. We choose the car we drive, the restaurant we go to, the clothes we wear or even the company we work fo…
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