Organization Branding in Retail Business: A Case Study of Community Mall
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Abstract
Business competition are increased in Community Mall these day. Organization branding survive sustainably and have made long term profit. This is quality research data were collected from 1) in-depth interviews with senior executive officers and technical specialists in image building of organization 2) group interview with consumer. It was found that the organization branding should use the following elements respectively; 1) social and community activities, 2) employees, 3) products and services, 4) marketing communication, 5) environment at workplaces, 6) place and environment, and 7) office equipment sustained in long term business and competition branding. So it would be sustained and useful in the future to initiate the organization in Thailand as well.
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References
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