n Management Today - Strategic branding

Volume 30, Issue 3
  • ISSN : 1027-4324



Strategic Branding occurs when branding forms part of the overall business strategy. It is more than the traditional custodianship of the marketing function. It transpires when every touch point in the organisation encompasses what the brand stands for, what its value proposition is. These touch points included the definition and selection of people that are employed, the values that permeate daily organisational life and policies, procedures and training practices. In this way, strategic branding becomes central to the organisation as opposed to a part of it.

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