The Importance of Corporate Brand Personality Traits to a Successful 21st Century Business

Part of the Journal of Brand Management: Advanced Collections book series (JBMAC)


As markets continue to mature and competition within industries grows fiercer, companies will not succeed purely on the basis of what products or services they offer. Although these core functions of the business are unquestionably still crucial, other aspects such as company culture and corporate citizenship have increased in relative importance in determining a company’s ability to compete.1–3 As a result, the success of a 21st century business will be defined as much by who it is as what it does.4,5 Historically, the identity of a company resulted solely as the consequence of what that company did. Increasingly, the reverse will be true, and the former will impact the latter.


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