n Management Dynamics : Journal of the Southern African Institute for Management Scientists - Corporate branding in South Africa

Volume 18, Issue 1
  • ISSN : 1019-567X



In recent years there has been a shift away from product brands to corporate brands. The purpose of this study is to identify the critical success factors of managing corporate brands in South Africa, and to assess the degree to which South African companies have adopted a strategic and cross-functional perspective to corporate branding. We have reviewed the corporate branding literature as well as the critical success factors of managing corporate brands. We report the results of a survey of 100 managers who work for companies with well-established corporate brands. The findings suggest that while South African companies have embarked on the journey towards corporate brand management, they have not yet reached a strategic and cross-functional perspective.

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