Connective Branding is built on Brand Engagement and Brand Alignment as the two key drivers of brand equity and entails a number of shifts from traditional branding, including Broadening of audiences - moving beyond a sole focus on the customer and building brand-consistent relationships with...

Attempts to demonstrate how a shared vision amongst group members is developed. Endeavours to understand the process through which members of a multicultural group, Asian and Western, develop and sustain a consensus, the way they interpret, give meaning and make sense of what went on during the...

Purpose – The paper aims to clarify the relationship between organisational structures and individual brand supporting behaviour. It proposes modelling the social transformation process and outlining why and how leadership is important throughout the internal brand building process. The study...