ABSTRACT
The link between organisational culture and branding 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 recognised as being part of the organisation’s culture. By understanding an organisation’s culture there is a better appreciation of the organisation’s values and therefore insight about how the brand’s values might be linked to those of the organisation. Particularly for corporate brands, drawing heavily on the corporation’s name, organisational culture provides a strong indicator about the values that characterise the brand.
