Abstract

The twenty-first century has seen increasing numbers of companies recognizing the power of a strong brand. At a time when the global economy is subject to changing market dynamics and heightened competition, the role of brands in the commercial domain has never been greater (Brymer 2004). Brands and brand management have become focal areas for academics and practitioners alike and the ability of a strong brand to offer critical benefits such as the ability to differentiate an organization from competitors is no longer in question (Hankinson 2001).