Brand U core values are often distilled in myths, symbols, metaphors, and rituals. At first glance, they don’t seem to have much place in a business organization. However, they play a conscious or unconscious role in many organizations.
Corporate images and reputations are evolving into core competencies for success. Reputation and image stimulate positive associations from existing or prospective customers. For example, what do you think when you hear of Federal Express or Disney? Federal Express