Advertisement
Published in:
2017 | OriginalPaper | Chapter
The Importance of Corporate Brand Personality Traits to a Successful 21st Century Business
Authors : Kevin Lane Keller, Keith Richey
Published in: Advances in Corporate Branding
Publisher: Palgrave Macmillan UK
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
As markets continue to mature and competition within industries grows fiercer, companies will not succeed purely on the basis of what products or services they offer. Although these core functions of the business are unquestionably still crucial, other aspects such as company culture and corporate citizenship have increased in relative importance in determining a company’s ability to compete.1–3 As a result, the success of a 21st century business will be defined as much by who it is as what it does.4,5 Historically, the identity of a company resulted solely as the consequence of what that company did. Increasingly, the reverse will be true, and the former will impact the latter.