Alignment between the brand positioning and culture : the case of Santam Ltd
Thesis (MBA (Business Management))--University of Stellenbosch, 2007. === ENGLISH ABSTRACT: In service industries, the people are the brand and the brand is the people (Taylor, 2003:136). People are one of the dimensions that differentiate a brand (the others are product, price, place, promotion, pr...
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| Language: | en |
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Stellenbosch : University of Stellenbosch
2010
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| Online Access: | http://hdl.handle.net/10019.1/3268 |