Internal context

Giep Franzen

The development of brands is to a large extent dependent on the characteristics and resources of their owners.

Internal context

Giep Franzen

The development of brands is to a large extent dependent on the characteristics and resources of the organisation itself. Of course, this applies especially to corporate brands, but the destiny of individual brands is also dependent on a company's qualities. A correct analysis of these qualities is a prerequisite for effective brand management. On a highly abstract level, we can distinguish a number of important company attributes, which influence the development of its brand(s) and their position:

  1. History and identity:The origins of the company, the role of its founders, and their legacy. The corporate “DNA”...

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