The role of corporate branding in achieving business excellence : evidence from a local food company

Abstract EN

Corporate branding has become an indispensable asset in modern companies in the age of globalization, where competition is fierce and the environment changes constantly.

Hatch and Schultz’s claimed that corporate branding is based on three pillars, Strategic vision, organisational Culture and stakeholders Image.

All companies aim to excel in their businesses and out-perform their competitors.

In this context arises the question we investigate in this paper: Is their a positive direct influence of corporate branding on business Excellence in Algerian food firms ?.

Following the descriptive analytical approach, The adopted methodology is based on a survey to which 100 member in the managing stuff have taken part.

Using structural equation modeling, the proposed model is tested and data analysis reveals that there is a particularly significant relationship between corporate branding an business Excellence in the firm.