BRAND AS ORGANISATION

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BRAND AS ORGANISATION

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Organisational attributes are much harder to copy than product attributes. The brand-as-organisation flows directly from a unique group of people and their values and attitudes. This construct represents what the organisation ‘stands for’, and it is often inferred from the collective and individual behaviour of the people of the organisation, as well as the public and societal profile of the organisation as a living entity. On a practical note, if a branded vehicle of an organisation is driven in a reckless way, the association of such unacceptable behaviour would be linked to the organisation rather than the particular driver of the vehicle. In many instances, brand-as-organisation is linked to corporate citizenship within the space of corporate social responsibility. Brand-as-organisation can be informed by strategic constructs such as the organisation’s mission and vision statements as well as its corporate culture architecture. The latter will be discussed later in a future posting.

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