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Role of brand identity in developing global brands: a literature based review on case comparison between apple iPhone vs Samsung smartphone brands

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dc.contributor.author Dissanayake, D.M.R.
dc.contributor.author Amarasuriya, T.
dc.date.accessioned 2015-10-21T10:19:15Z
dc.date.available 2015-10-21T10:19:15Z
dc.date.issued 2015
dc.identifier.citation Dissanayake, D.M. Ravindra and Amarasuriya, Thushan 2015. Role of brand identity in developing global brands: a literature based review on case comparison between apple iPhone vs Samsung smartphone brands. Research Journal of Business and Management (RJBM), 2(3): 430-440. en_US
dc.identifier.issn 2148-6689
dc.identifier.uri 10.17261/Pressacademia.2015312990
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/10117
dc.description.abstract This paper has focused on reviewing brand identity as an integral strategic component in developing global brands via figuring out literature sources along with the case practices on apple iPhone and Samsung Smart Phone Brands. Researchers followed an approach as literature review along with case review to connect theory into practice by sourcing the formally published evidences. Paper provides the insights on how empirical findings being shared in literature reviews connecting the concept of Band Identity into brand related concepts and models whilst special reference is made on how the said two global brands being reviewed as cases in the literature sources. Researchers suggest propositions along with a conclusion in the forms of teaching and learning notes par with the essentials of the case-based piece of work. en_US
dc.language.iso en en_US
dc.publisher Research Journal of Business and Management (RJBM) en_US
dc.subject Brand Identity en_US
dc.subject Global Brands en_US
dc.subject Smart Phones en_US
dc.subject Strategy en_US
dc.subject competition en_US
dc.title Role of brand identity in developing global brands: a literature based review on case comparison between apple iPhone vs Samsung smartphone brands en_US
dc.type Article en_US


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