company and builds the corporate brand. The company culture must, however, support the efforts that make the brand. It is … the basis for the corporate brand. The perfect match of business relationships is therefore lies in aligning values and …

background focusing on industrial branding, followed by brand equity and measurement, and brand orientation in business markets …

Brand theory has its origins in the consumer product market and is normally considered in relation to big business. An … established brand enables customers to save time by guaranteeing the level of quality, reducing purchasing risk and simplifying …, especially within small and medium enterprises (SMEs). Loyalty to a product brand can tie the customer to a supplier. In this …