GUIDELINES FOR BRANDING ACCEPTABLE TO CREATE COMPETITIVE ADVANTAGES
With the change in the business environment, corporate branding is necessary to adapt the management to be effective. The purpose of this study was to investigate guidelines for branding acceptable to create competitive advantages. This study is of a mixed type research integrating both qualitative and quantitative methodology. The quantitative data were collected from 500 industrial business executives. Descriptive, referential, and multivariate statistics were used to analyze the data. It was found that the guidelines for branding acceptable consisted of four elements prioritized according to the calculated means as followed: innovation and technology, content management, channel communication and organization change, respectively. This paper utilizes the method of structural equation modelling (SEM) to establish a strategic model for branding acceptable to create competitive advantages. The analysis results indicate that the branding acceptable strategies model could help make more effective policies and organization strategies for entrepreneurs to develop business towards excellence in the world market.
Branding acceptable; Competitive advantage; Industrial business; Innovation and technology; Content management; Channel communication; Organization change