Branding and Organisation

Issues of branding and organizational identity have traditionally straddled the business disciplines and have received increasing attention since World War II. Branding and organizational identity refer to a process through which a pattern or a structure is ascribed to a group of individuals and recognized as unique, autonomous, and relatively stable in space and time. Organizational identity is a concern with what and who the organization is, and branding is primarily concerned with how the organization is represented to key stakeholders.