The market orientation literature distinguishes between market driven and market driving approaches. Although, most of the companies provided as examples of the latter approach have strong corporate brands, the corporate brand and associated brand values have not previously been considered as a...

Purpose – The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such as brand values and staff behaviours, while acknowledging the role of vision and organisational culture. The links...