THE EFFECTIVENESS OF CORPORATE BRANDING STRATEGY IN MULTI-BUSINESS COMPANIES

Is your corporate branding strategy effective? This paper presents a triple-dimension model for the assessment
of the effectiveness of corporate branding strategy as a strategic decision in an organization: multiple
stakeholders' reliance, financial value and strategic position. The elements of the model are based on
information obtained from literature review and structured interview with specialists in strategic management
and marketing and some multi-business companies' managers. A questionnaire and confirmatory factor analysis
(CFA) have been used to validate the measurement. Assessing the three dimensions (multiple stakeholders'
reliance, financial value and strategic position) and integrating them into a scheme enable CEOs to understand
whether their corporate branding strategy is effective.