Faculty of Commerce, Law and Management

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    Corporate Brand Management in
    (2011-06-15) Siso, Linda
    Global trends have shown a shift in marketing emphasis from product branding to corporate branding. Some of the reasons cited by prior research for this shift were: high consumer expectations; anti-branding movements that demand a visible link between product brands with companies that produce them; high rising costs in advertising; commoditisation of products; and highly competitive and unstable markets. There is limited practical evidence in the corporate branding field. As such the purpose of the research was to identify the critical success factors of corporate branding in the South African context. In addition the degree to which South African companies have adopted a strategic and crossfunctional approach to corporate branding was investigated. A structured questionnaire was designed and analysed using quantitative research methodology. 100 respondents from 4 industries completed the questionnaire. The research findings identified 3 critical success factors of corporate branding. They were the important role that employees play; top managements’ role and cross functional team alignment; and customer involvement and interaction. In addition the research found that the surveyed South African companies were still far from adopting a strategic and cross-functional approach of corporate branding. Only 3 out of a possible 10 principles were identified as being in place towards the adoption of a strategic and cross-functional approach to corporate branding. The 3 principles identified were: respondents agreed that they were aware of their organisations’ identity; that their organisation’s vision was realistic and that their organisations used contact points with stakeholders to build relationships. In addition the respondents felt that their organisations were not giving adequate attention to corporate branding; providing adequate resources to implement a corporate brand strategy, and there was not enough understanding of the paradoxes of their brands
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    Perceptions of Brand Management in
    (2011-05-17) Mawela, Tendani
    The non-profit sector faces a myriad of challenges. Non Profit Organisations (NPOs) operate in a highly competitive market for financial support, skilled employees and volunteers. They are thus often driven to adopt commercial practices to improve their strategic performance and differentiate themselves in an environment that has experienced significant growth and currently has vibrant and active NPO sectors across the various continents. The study reviewed the application of brand management within the South African NPO sector and aimed to establish the understanding of the branding construct, the main drivers of a brand and the objectives of branding within this sector. The research paradigm was qualitative and the study was exploratory in nature applying input from thirteen in-depth interviews with respondents from the NPO sector. A thematic approach to qualitative data analysis was applied and the themes that arose included the terminology in use in the NPO sector, how the brand construct is understood, the elements of a brand, challenges in branding, the management and ownership of NPO brands and the results of undertaking branding. The study established that South African NPOs have different goals in branding with the majority seeking to increase visibility and credibility and garner support for their cause. There are varying understandings of the concept of a brand and it is deduced that branding is still in its infancy in the sector. NPOs also offered a variety of drivers that are deemed to be important for the development and maintenance of a brand supporting the notion that branding is multifaceted and complex. Furthermore, funding was overwhelmingly highlighted as the major constraint for brand management activities followed closely by access to the right skills and knowledge in this area. These key issues highlighted the need for a branding approach that is both relevant and accessible to the NPO sector bearing in mind their daily challenges. The study includes recommendations for key stakeholders and proposes a structure for an NPO branding information source. Proposals for future research are also highlighted.