Date of Award


Document Type

Open Access Thesis

Degree Name

Master of Arts in Leadership (MAL)




Organizational strategies for effective brand management programs result in an organizationrs ability to build brand equity. This study develops a conceptual model of brand and of the need for effective leadership and communication in estahlishing a clear connection between organizational effectiveness and the issue of hrand management. While brand programs have been primarily directed from the marketing and communication departments for the benefit of external audiences, this research shows that significant effort must be made to include other areas of the organization in branding efforts so as to leverage potential organizational strategies that will enhance brand-building organizational initiatives. Through strategies, tactics and critical success factors identified in a hrand organizational effectiveness model, a process is defined to achieve brand management leadership potential. This process comhines in-depth personal and corporate understanding with a systemic approach for a brand management program.


SC 11.MAL.1998.Roberts.K