ROLE OF LEADERSHIP IN SOES BRANDING: BOILING THE OCEAN WHILE STICKING TO THEIR OWN GUNS

Authors

  • Ms Asma Rehman Lecturer Institute of Business Management (IoBM)
  • Dr. Aamir Saeed Associate Professor Institute of Business Management (IoBM)
  • Dr. Adnan Bashir Associate Professor Institute of Business Management (IoBM)

Keywords:

Leadership, Brand Equity, SOEs, Stakeholder in Brand Development

Abstract

This research paper delves into the pivotal role of leadership in shaping the dynamics of branding within State-owned commercial enterprises of Pakistan (SOEs). The study focuses on the interplay of leadership with key branding elements, including brand identity, culture, and equity. Interviews were conducted as the primary methodology, and the sample comprised brand managers of state-owned commercial enterprises involved in delivering services to the public. The findings shed light on the significant influence of leadership in translating vision and commitment into employee motivation, thereby fostering brand behavior. This process, in turn, contributes to developing a distinctive brand culture and identity. The research highlights how this positive brand identity, rooted in leadership-driven strategies, enhances brand equity. These insights offer valuable guidance for public organizations seeking to fortify their brand presence in an increasingly competitive service sector.

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Published

2023-12-31

How to Cite

Rehman, A., Saeed, A., & Bashir, A. (2023). ROLE OF LEADERSHIP IN SOES BRANDING: BOILING THE OCEAN WHILE STICKING TO THEIR OWN GUNS. Journal for Business Education and Management, 3(2), 77–94. Retrieved from https://journals.csrpublisher.com/index.php/jbem/article/view/51