ANALYSIS OF BUILDING A CORPORATE BRAND IN CONSTRUCTION
ANALYSIS OF BUILDING A CORPORATE BRAND IN CONSTRUCTION

Summary/Abstract: The strategy of creating a brand in construction industry starts by understanding the customer needs and developing a mutual trust. The brand is observed by Kapferer's metaphor, respecting the correlation of identity and image. The analysis model of creation of corporate brand in construction has been done by using CBBE, CRM and C2ITE models. The brand image includes believes and impressions. Keller's brand creation provides us numerus benefits. The corporate brand starts from the company's reputation and the leading segment of developing the brand vision, which lies in the culture of employees, therefore, the corporate branding, is visible in interaction with consumers.

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