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The Leadership Book, 2nd Edition by Mark Anderson

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Branding and organisational identity

All organisations use names for themselves or their products – some become ‘brands’. You must play a part in separating brand from internal organisational identity.

Frequency – constant, it’s existential.

Key participants – all staff whether they realise it or not.

Leadership rating ***

Objective

A brand can be a trademark or a name that is associated with a specific product or service. When it becomes widely known, it is said to have achieved brand recognition. For consumers the said brand represents defined added value, and for its owner the brand may command premium prices and have an intrinsic tradeable value, often called brand equity. Successful brands acquire physical characteristics that create ...

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