GUIDELINES FOR BRANDING ACCEPTABLE TO CREATE COMPETITIVEADVANTAGES

Abstract With the change in the business environment, corporate branding is necessary to adaptthe management to be effective. The purpose of this study was to investigate guidelines for branding acceptable to create competitive advantages. This study is of a mixed type research integrating both qualitative and quantitative methodology. The quantitative data were collected from 500 industrial business executives. Descriptive, referential, and multivariate statistics were used to analyse the data.It was found that the guidelines for branding acceptable consisted of four elementsprioritized according to the calculated means as followed: innovation and technology, content management, channel communication and organization change, respectively. This paper utilizes the method of structural equation modelling (SEM) to establish astrategic model for branding acceptable to create competitive advantages. The analysis results indicatethat the branding acceptable strategies model could help make more effective policies and organizationstrategies for entrepreneurs to develop business towards excellence in the world market