Please use this identifier to cite or link to this item: http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/3189
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dc.contributor.authorSelvarajan, P.
dc.date.accessioned2021-07-05T03:54:26Z
dc.date.accessioned2022-06-27T04:39:05Z-
dc.date.available2021-07-05T03:54:26Z
dc.date.available2022-06-27T04:39:05Z-
dc.date.issued2011
dc.identifier.urihttp://repo.lib.jfn.ac.lk/ujrr/handle/123456789/3189-
dc.description.abstractThis paper reviews the importance of branding in marketing organizations. When making a purchase, a customer is influenced by a whole range of factors associated with the complete product offer. One of these is the “brand name”. Branding of a product is very important and several factors influence that. Identifying these factors and building successful brands is really a challenge for marketers. Several researchers have suggested different methods for building successful brands. In this paper the researcher applies the concept of marketing triangle as a strategic tool and argues that there must be a balanced relationship among the employees, customers and the company to build a successful brand. Further, she proposes a conceptual framework for successful brand building and enhancing the corporate identity through employees’ innovativeness and creativity.en_US
dc.language.isoenen_US
dc.publisherFaculty of Management and Finance, University of Colombo, Sri Lanka.en_US
dc.subjectSuccessful Brandsen_US
dc.subjectInnovativenessen_US
dc.subjectCreativityen_US
dc.subjectCustomer Perceptionen_US
dc.subjectCorporate Identityen_US
dc.titleStrategic Impact of the Marketing Triangle on Building and Sustaining Successful Brands through Innovativeness and Creativity: A Balanced Perspectiveen_US
dc.typeArticleen_US
Appears in Collections:Management and Entrepreneurship



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