Brand Alignment:Developing a Model for Competitive Advantage

Abstract

The role of brand has evolved considerably and has attracted increasing attention in the 21st century as a key component for the development of competitive advantage. This research evaluated the extent to which brand is being adopted as a mechanism to align with corporate strategy, internal culture and supporting behaviours and external delivery or organisational performance: in essence, the concept of a brand-driven organisation that deploys brand as a core capability in pursuit of competitive advantage.