Building brand equity through brand identity in the architectural industry
The lack of differentiation between firms in the South African architectural industry has led to the virtual commodification of architectural services. This commodification has resulted in increased competition and decreased profitability in the industry (Allix, 2012). The objective of this resea...
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| Language: | en |
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University of Pretoria
2017
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| Online Access: | http://hdl.handle.net/2263/59798 Verster, A 2017, Building brand equity through brand identity in the architectural industry, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/59798> |