ABSTRACT
As the previous chapter explored, the starting point for developing and sustaining a brand is its brand vision. One of the components of a powerful vision is the brand’s values, and these are recognized as being part of the organization’s culture. By understanding an organization’s culture there is a better appreciation of the organization’s values and therefore insight about how the brand’s values might be linked to those of the organization. Particularly for corporate brands that draw heavily on the corporation’s name, organizational culture provides a strong indicator about the values that characterize the brand.
