Abstract:
This article presents a review of literature on the key drivers behind the adoption of corporate branding by organisations. In this regard it traces the origins and evolution of corporate branding from the academic and managerial perspective and attempts to identify the major factors that have led to this adoption and thus provides the link between this adoption and the changes in the dynamic environment, in which organisations operate in. Therefore, it is the objective of this paper to provide a better understanding of the key drivers that have influenced the adoption of corporate branding.
