This investigation accepts that art is a term of western culture and that advertising is a creation of an historical and social process firmly linked to the economies of western industrialised nations. A cultural niche theory of the visual arts is employed to define the various visual art forms and it is in this context that the development of the notion of fine art, which had its origins during the Renaissance, is investigated with a view to how this led to the commodification of art. The phenomenon of art as a commodity accelerated throughout the nineteenth century and was moulded by the same political, cultural, social, economic and technological forces that gave rise to advertising when, during the second half of the century, the capitalist system of production became geared towards mass production of products for consumption. This was also the period of significant European colonial expansion in southern Afiica and consequently the development of both art and advertising in the region was cast in a colonial, European mould, the effects of which are investigated throughout this research project. This body of research also seeks to explain how the meaning and the value of the art object and its reproduced image, changed and became exchangeable as technology developed. Significantly this occurred at a time when the needs of advertising shifted from a simple system of proclamation and announcement on the periphery of the national economy during the nineteenth century to become a sophisticated system of communication which acts as an influential social institution at the end of this millennium. That this appears to have occurred at a time when the influence of fine art began to decline as a cultural force is significant as it is in this context that advertising has become a primary carrier of meaning in society. This research project works within this paradigm to investigate the history and motives of business support for the arts, particularly the visual arts, in the form of sponsorship with particular reference to a culturally diverse and politically dynamic South Africa. In addition, specific rhetorical devices that advertising employs, as a strategic tool of marketing, to appropriate and (ex)change meaning from the value laden visual art object is investigated with reference to contemporary advertising in South Africa. / Thesis (M.A.)-University of Natal,1998.

This research study put together was based on whether marketing media strategies have an effect on consumption.The purpose of this investigation would provide alternate methods of improving product advertising and client service in the consumer market, as well as influencing the advertising and marketing industry.Marketing media strategies provides a series of tactical actions, which are applied during strategy sales of the product and create awareness in the market amongst the consumer. This will provide an organization with an opportunity to concentrate on the scarce amount of resources and energies available,to apply the best approachfor utilizing these resources, to efficiently target the consumer market. The research approach utilised is the quantitative method, which involves a non-probability sampling technique and a descriptive research type. The research tool implemented is a questionnaire, which consists of two sections, a profile of the participant and the survey section. The survey section explores the perceptions of these participants relating to the awareness of the marketing media strategies and how consumers perceive brands and media consumption in the market currently. Questionnaires were selected based on a high response rate when distributed to respondents. It also provides a possibility of anonymity because the respondent’s names are not required on the completed questionnaires. This research tool wasdistributed in Gauteng and Kwa-Zulu Natal to random consumers,media and marketing strategists and people in different professions. The method in which the questionnaire was distributed provides an insight on how people in the market perceive advertising of brands and influences their consumption. A consumer’s insight on advertising would be based on a shopper influence compared to a professional individual who would create a strategic insight. Information in this study was collected from primary and secondary sources, which consist of books, internet sources and past dissertations. From the findings which were collected during this study, it concludes that marketing media strategies play an instrumental role in consumption. These strategies provide a foundation for brands that are advertising and competing in the market, by tactically targeting the consumer market. Consumers’ value advertising in the market, as it provides a guideline before a purchase decision is made. Advertising also serves as a direct method of communicating the emotional and functional benefits of brands and products. Individuals make purchase decisions, which would improve their lifestyle based on emotions; therefore marketing media strategies serve as an awareness mechanism in the market, and drive education to the consumer about the product. The outcome of this study will serve as a guideline for future marketing and media strategists. The key findings gathered during this study states marketing media strategies play a substantial role in brand life and consumption; it allows organizations to focus more on limited resources and energies available and to utilize these resources to their best ability to gain competitive advantage and drive sales in the market which contributes to a higher share of volume and market leadership. The main reasons for executing marketing media strategies in the market is based on developing relationships between the consumer and the brand, which is essentially to expand on repeat purchase from new acquisitions and current consume. / Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2012.

Submitted in fulfillment of the requirements for the Degree of Master of Management Sciences: Marketing, Durban University of Technology, Durban, South Africa, 2017. / It is widely evident that the mobile phone industry is facing rapid growth, with the increased introduction of cheaper mobile phones in South Africa intensifying competition between such companies. A number of studies have been conducted in other countries on brand preferences, but there remains a gap in knowledge with regard to the South African market. It was therefore warranted to academically research factors influencing consumer brand preferences when purchasing mobile phones, in order to understand these preferences, and what consumers consider when making such purchases. The rationale of the study was to provide new insights for local marketers into the factors consumers consider most when looking at mobile phone brands. The aim of this study was therefore to determine brand preferences for mobile phones amongst students at a selected higher educational institution in South Africa. The study adopted a quantitative research approach, where the data obtained was descriptive and cross-sectional in nature. The research population was made up of students studying at the Durban University of Technology (DUT), where convenience sampling was performed on a target population of 378 students. The sample size was selected by giving questionnaires to those students most available to the researcher. The results were then analysed using the Statistical Package for Social Sciences (SPSS) Version 24.0 software. Validity was ensured by conducting a pre-test of the questionnaire, and the study’s reliability was measured using Cronbach’s Co-efficient Alpha test. The study findings showed that brand popularity, prices, product attributes, social influences and marketing communications all affect mobile phone brand preferences amongst students. The study results also showed, however, that there were some product attributes and social influences that did not influence these preferences. Recommendations are given to industry players to increase their knowledge of these important factors, to aid with the improvement of their brands and increasing their market preference in this highly competitive industry. / M

The globalisation of economies and trade growth have made it necessary for international companies to communicate with consumers of different languages and cultures, since a major objective is to sell a standardised product to consumers with linguistic and cultural backgrounds which are different from those to which the manufacturers are accustomed. Once brought to a foreign country, the sales of a product must be promoted by way of advertising. To begin with, the method of advertising depends on the kind of product to be marketed. In addition, persuasive texts, which are characteristic of the language of advertising, not only employ particular pragmatic strategies, but are based on the values and cultural traditions of the relevant society. In different cultures different signs, symbols, names and customs will be used in different situations. In the case of the translation or localisation of advertisements, a translator must be very sensitive to the loss and gain of cultural elements. These could include objects, historical references, customs and habits that are unique to the source culture and not present in the target culture. The main focus of the research is on the culture-specific elements in advertising texts and their depiction in translation. This treatise investigates certain aspects of translation theory (such as theories of equivalence, Skopos theory and other similar theories) to form a basis for conducting this study and then adapts them to the process of translation. In addition, two main opposite techniques known as standardisation or localisation of the advertising message are discussed. The number of source texts (original) and target texts (localised) are examined closely to reveal any misrepresentations and to identify the method of translation applicable in each case.

This study is an investigation into the stereotypes used in advertisements designed to appeal to university students’ sense of having a social identity, taking the situation at Nelson Mandela Metropolitan University (NMMU) as being representative of university campuses as, among other things, social and cultural space. The study assumes that a university is a site of cultural negotiation, and as such may be viewed as a place where identities are formed and readjusted to conform to stereotypes popularised by influential social models as portrayed in the media. Moreover, with the process of globalization, which distributes stereotypical images globally, one would assume that advertising at NMMU functions in a similar way to its mode of functioning in most parts of the world. Although such media (advertisements) exist in various forms, the scope of the research for this study was limited to print advertisements. Advertisements relevant to the concerns of this study are found everywhere at South African universities. Today, the latest trend for companies like Mr. Price, Standard Bank, Truworths, Red Bull, and Axe, among others, is to sponsor university events, that way creating the opportunity to advertise their products or services to students. Moreover, the notice boards of South African universities are filled with posters advertising new products in the market. In addition to all this, the general South African goods and services market is flooded with magazines that contain stereotype-promoting advertisements targeting students or, in general, young adults. For the purposes of this study, a ‘stereotype’ is understood as an iconic site of identification which functions as a generalized model for social behaviour. In this sense, a ‘stereotype’ may also be understood as a representation of an ‘ideal self’. The purpose of this study is threefold: firstly, to show how and why students may be vulnerable to the stereotypes identified in terms of Lacan’s theory of the ‘mirror stage’; secondly, to identify and categorize the various stereotypes used in advertising to appeal to the student’s sense of social identity, and thirdly, to show that advertisements can be misleading in so far as stereotyping ignores the specificity of every student’s personal social situation and creates false expectations on the part of the target students.

The application of internet marketing techniques has been widespread in the hospitality sector worldwide, with many hotels crafting websites for marketing purposes. However, there is still a debate and speculation on the impact of internet marketing on business performance and profitability. Given the well-recognised value of internet marketing in the hospitality and tourism industry, this study sought to examine the impact of internet marketing on the profitability of the hospitality sector in South Africa and to establish factors which influence internet marketing usage. In order to achieve these objectives, a perceptual survey was conducted in graded hotels and lodges in the Eastern Cape province of South Africa. Multiple linear regression analysis and hierarchical regression analysis were used to determine the relationship between internet marketing and business profitability as well as the relationship between organisational and environmental factors and internet marketing usage. Based on the findings of this study, it is concluded that the use of internet marketing can positively influence business profitability. It is also concluded that internet marketing experience moderates the relationship between internet marketing usage and business profitability. The results also indicate that factors such as technological competence, managerial support, level of star grading and alliances significantly influence internet marketing usage. Thus, from the findings of this study, it was concluded that hotels and lodges can enhance their profitability through internet marketing usage.

Text in Afrikaans / Dit is belangrik vir bemarkingsorganisasies om die effek van bemarkingsaksies en meer spesifiek reklame te meet van wee eskalerende koste-oorwegings. Wat die rol van reklame in verbruikersgedrag betref, is die belewing van of houding-teenoor-reklame konsepte van sentrale be lang. Aangesien die term bel ewing meer beskrywend is oor die impak wat advertensies op verbruikers het word hierdie term algemeen gebruik. Hierdie studie ondersoek die konsep advertensiewaardering en ontleed die invloed daarvan op advertensiebelewing. Die kyker-responsprofiel soos deur Schlinger (1979) ontwikkel, word algemeen gebruik om televisiekykers se houding teenoor televisie-advertensies te meet. Hierdie studie poog om die toepaslikheid en geldigheid van die kyker-responsprofiel onder Suid-Afrikaanse televisiekykers te ondersoek. Die navorsingsmetode het uit twee fases bestaan. Die eerste fase was meer kwalitatief van aard, en ondersoek kykers se kognitiewe struktuur van houding teenoor televisie-advertensies. Die teoretiese uitgangspunt tydens hierdie fase is persoonlike-konstrukteorie. Repertoriumrooster onderhoude is met 50 volwasse televisiekykers (ouer as 16 jaar) uit verskillende taalgroepe gevoer. Daar is bevind dat kykers gemiddeld ses konstrukte gebruik ten einde die waarderingsvlak van advertensies te bepaal. 313 Konstrukte is in totaal deur die 50 respondente ontlok. Hierdie konstruke is deur individuele roosterontledings en ooreenkomsanalise tot 'n aantal konstrukgroepe gereduseer. Beskrywings van konstrukgroepe is aan die hand van n literatuurnavorsing gedoen. Die konstrukgroepe (tevredenheid, vermaaklikheid, interessantheid, sosialiteit, duidelikheid, realiteit, tempo en emosialiteit) toon 'n mate van ooreenstemming met die sewe Schlinger basisfaktore. Die onderliggende indiwiduele konstrukte wat vermaaklikheid, sosialiteit tempo en interessantheid beskryf, toon hoe korrelasies met waardering wat daarop dui dat waardering meer as net vermaaklikheid behels. Fase twee was meer kwantitatief van aard en het die ontleding van 382 kykerresponsprofiele behels. 'n Faktorontleding van die 32 Schlinger-items het sewe basisfaktore tot gevolg. Die eerste vyf faktore (vermaaklikheid, verwarring, relevante nuus, handelsmerkversterking en empatie) beskik oor soortgelyke faktorladings as faktorontledings wat in die V.S.A. gedoen is. Hierdie bevinding dui daarop dat die affektiewe belewingstruktuur van televisiekykers in Suid-Afrika grootliks dieselfde is as kykers in die Verenigde State. Die ander twee faktore (familiariteit en vervreemding) se ladings verskil van die in die Verenigde State maar hierdie verskille kan gegewe die aard van die advertensies ( bestaande en nuwe advertensiekonsepte) en die kruiskulturele aard van Suid-Afrikaanse kykers verklaar word. Die Schlingeritems is statisties beskryf en ontleed deur die rol wat die tipe advertensie (bestaande versus nuwe), produk-kategorie en kulturele teikenmark speel in waardering van advertensies te ondersoeK. Nuwe konsepte is geneig om meer vermaaklik en relevant te wees. Zulu, Sotho en Xhose kykers is geneig om advertensies as meer positief te beleef. Kosmetika en medisinale-, korporatiewe- en motoradvertensies is verder minder vermaaklik as voedsel en handelsadvertensies. Die Schlingeritems wat advertensiewaardering die beste beskryf en voorspel is bepaal deur bondelontledings en meerdimensionele verskaling. Daar is gevind dat waardering die mate waartoe 'n advertensie aan die vermaaklikheids, empatie en relevante nuus doelwitte voldoen sonder om verwarrend, vervreemdend of oorbekend te wees. Dit wil voorkom of daar twee dimensies bestaan wat die meeste variansie in Schlingeritems verklaar naamlik waardering (positief of negatief) en relevansie. Bondelontleding dui verder daarop dat 'n positiewe persepsie van 'n geadverteerde handelsmerk kykers ontvanklik maak om meer van 'n advertensie te hou of te waardeer. / It is important that, given escalating cost considerations, marketing organisations determine the effect that their marketing efforts have. With regard to the role of advertising m consumer behaviour, attitude towards commercials is of utmost importance. This study examined the liking of television advertisement concept and analyses the effect of this concept on attitude towards television advertising. The viewer response profile as developed by Schlinger (1979) is commonly used to evaluate viewer's attitude towards television commercials. This study attempted to investigate the applicability and validity of this instrument amongst South African television viewers. The study consisted of two phases. Phase one was more qualitative in nature and investigated the viewer's cognitive structure of attitude towards television commercials. The theoretical approach used during this phase was personal construct theory. It was found that viewers on average use six constructs to evaluate whether they like or dislike commercials. 313 Constructs were elicited and based on individual grid analyses and correspondence analysis a reduced number of construct groups was identified. These construct groups ( contentness, entertainment, interesting, sociality, clearness, reality, emotionality, and tempo) show a measure of similarity to the seven Schlinger factors or dimensions. The individual constructs, which make up entertainment, sociality, emotionality, tempo and interesting, show high levels of correlation with advertisement liking. This finding suggests that advertisement liking involve more than pure entertainment. Phase two was more quantitative and consisted of analysing 382 viewer response profiles. A factor analysis of the 32 items, which make up the viewer response profile, resulted in seven factors. The first five factors (entertainment, confusion, relevant news, brand reinforcement and empathy) show similar factor loading to factor analytical studies done in the United State of America. The other two factors (familiarity and alienation) show different loading to the United States of America study but these differences could be explained given the nature of commercials tested (existing commercials and new commercial concepts) and the cross cultural nature of South African viewers. The Schlinger items were analysed in greater detail by investigating the role which type of commercial (existing versus new), product category and cultural target market play in liking of commercials. New concepts are proven to be more entertaining, creative and relevant. Zulu and Sotho viewers are likely to be more positively disposed towards television commercials while cosmetic, medicine, corporate and motor vehicle commercials are less entertaining than food and commercial commercials. Those Schlinger items, which best describe and predict commercials liking were determined by using cluster and multi dimensional scaling techniques. It is apparent from this analysis that likability is the extent to which the objective of entertainment, empathy or relevant news is achieved without confusion, alienation or familiarity. Cluster analysis furthermore suggests that a positive perception of an advertised brand predispose viewers to higher levels of commercial liking. Multi dimensional scaling suggest two dimensions explaining most of the Schlinger factor variance namely liking (positive of negative) and relevance. / Industrial and Organisational Psychology / D. Com. (Bedryfsielkunde)

Text in Afrikaans / Dit is belangrik vir bemarkingsorganisasies om die effek van bemarkingsaksies en meer spesifiek reklame te meet van wee eskalerende koste-oorwegings. Wat die rol van reklame in verbruikersgedrag betref, is die belewing van of houding-teenoor-reklame konsepte van sentrale be lang. Aangesien die term bel ewing meer beskrywend is oor die impak wat advertensies op verbruikers het word hierdie term algemeen gebruik. Hierdie studie ondersoek die konsep advertensiewaardering en ontleed die invloed daarvan op advertensiebelewing. Die kyker-responsprofiel soos deur Schlinger (1979) ontwikkel, word algemeen gebruik om televisiekykers se houding teenoor televisie-advertensies te meet. Hierdie studie poog om die toepaslikheid en geldigheid van die kyker-responsprofiel onder Suid-Afrikaanse televisiekykers te ondersoek. Die navorsingsmetode het uit twee fases bestaan. Die eerste fase was meer kwalitatief van aard, en ondersoek kykers se kognitiewe struktuur van houding teenoor televisie-advertensies. Die teoretiese uitgangspunt tydens hierdie fase is persoonlike-konstrukteorie. Repertoriumrooster onderhoude is met 50 volwasse televisiekykers (ouer as 16 jaar) uit verskillende taalgroepe gevoer. Daar is bevind dat kykers gemiddeld ses konstrukte gebruik ten einde die waarderingsvlak van advertensies te bepaal. 313 Konstrukte is in totaal deur die 50 respondente ontlok. Hierdie konstruke is deur individuele roosterontledings en ooreenkomsanalise tot 'n aantal konstrukgroepe gereduseer. Beskrywings van konstrukgroepe is aan die hand van n literatuurnavorsing gedoen. Die konstrukgroepe (tevredenheid, vermaaklikheid, interessantheid, sosialiteit, duidelikheid, realiteit, tempo en emosialiteit) toon 'n mate van ooreenstemming met die sewe Schlinger basisfaktore. Die onderliggende indiwiduele konstrukte wat vermaaklikheid, sosialiteit tempo en interessantheid beskryf, toon hoe korrelasies met waardering wat daarop dui dat waardering meer as net vermaaklikheid behels. Fase twee was meer kwantitatief van aard en het die ontleding van 382 kykerresponsprofiele behels. 'n Faktorontleding van die 32 Schlinger-items het sewe basisfaktore tot gevolg. Die eerste vyf faktore (vermaaklikheid, verwarring, relevante nuus, handelsmerkversterking en empatie) beskik oor soortgelyke faktorladings as faktorontledings wat in die V.S.A. gedoen is. Hierdie bevinding dui daarop dat die affektiewe belewingstruktuur van televisiekykers in Suid-Afrika grootliks dieselfde is as kykers in die Verenigde State. Die ander twee faktore (familiariteit en vervreemding) se ladings verskil van die in die Verenigde State maar hierdie verskille kan gegewe die aard van die advertensies ( bestaande en nuwe advertensiekonsepte) en die kruiskulturele aard van Suid-Afrikaanse kykers verklaar word. Die Schlingeritems is statisties beskryf en ontleed deur die rol wat die tipe advertensie (bestaande versus nuwe), produk-kategorie en kulturele teikenmark speel in waardering van advertensies te ondersoeK. Nuwe konsepte is geneig om meer vermaaklik en relevant te wees. Zulu, Sotho en Xhose kykers is geneig om advertensies as meer positief te beleef. Kosmetika en medisinale-, korporatiewe- en motoradvertensies is verder minder vermaaklik as voedsel en handelsadvertensies. Die Schlingeritems wat advertensiewaardering die beste beskryf en voorspel is bepaal deur bondelontledings en meerdimensionele verskaling. Daar is gevind dat waardering die mate waartoe 'n advertensie aan die vermaaklikheids, empatie en relevante nuus doelwitte voldoen sonder om verwarrend, vervreemdend of oorbekend te wees. Dit wil voorkom of daar twee dimensies bestaan wat die meeste variansie in Schlingeritems verklaar naamlik waardering (positief of negatief) en relevansie. Bondelontleding dui verder daarop dat 'n positiewe persepsie van 'n geadverteerde handelsmerk kykers ontvanklik maak om meer van 'n advertensie te hou of te waardeer. / It is important that, given escalating cost considerations, marketing organisations determine the effect that their marketing efforts have. With regard to the role of advertising m consumer behaviour, attitude towards commercials is of utmost importance. This study examined the liking of television advertisement concept and analyses the effect of this concept on attitude towards television advertising. The viewer response profile as developed by Schlinger (1979) is commonly used to evaluate viewer's attitude towards television commercials. This study attempted to investigate the applicability and validity of this instrument amongst South African television viewers. The study consisted of two phases. Phase one was more qualitative in nature and investigated the viewer's cognitive structure of attitude towards television commercials. The theoretical approach used during this phase was personal construct theory. It was found that viewers on average use six constructs to evaluate whether they like or dislike commercials. 313 Constructs were elicited and based on individual grid analyses and correspondence analysis a reduced number of construct groups was identified. These construct groups ( contentness, entertainment, interesting, sociality, clearness, reality, emotionality, and tempo) show a measure of similarity to the seven Schlinger factors or dimensions. The individual constructs, which make up entertainment, sociality, emotionality, tempo and interesting, show high levels of correlation with advertisement liking. This finding suggests that advertisement liking involve more than pure entertainment. Phase two was more quantitative and consisted of analysing 382 viewer response profiles. A factor analysis of the 32 items, which make up the viewer response profile, resulted in seven factors. The first five factors (entertainment, confusion, relevant news, brand reinforcement and empathy) show similar factor loading to factor analytical studies done in the United State of America. The other two factors (familiarity and alienation) show different loading to the United States of America study but these differences could be explained given the nature of commercials tested (existing commercials and new commercial concepts) and the cross cultural nature of South African viewers. The Schlinger items were analysed in greater detail by investigating the role which type of commercial (existing versus new), product category and cultural target market play in liking of commercials. New concepts are proven to be more entertaining, creative and relevant. Zulu and Sotho viewers are likely to be more positively disposed towards television commercials while cosmetic, medicine, corporate and motor vehicle commercials are less entertaining than food and commercial commercials. Those Schlinger items, which best describe and predict commercials liking were determined by using cluster and multi dimensional scaling techniques. It is apparent from this analysis that likability is the extent to which the objective of entertainment, empathy or relevant news is achieved without confusion, alienation or familiarity. Cluster analysis furthermore suggests that a positive perception of an advertised brand predispose viewers to higher levels of commercial liking. Multi dimensional scaling suggest two dimensions explaining most of the Schlinger factor variance namely liking (positive of negative) and relevance. / Industrial and Organisational Psychology / D. Com. (Bedryfsielkunde)

The role of brand has evolved to take on a broader application as a post-modern management concept and has attracted increasing attention in the 21st century as a key component for the development of competitive advantage. Far removed from its origins as an identity device, branding now transcends the pure marketing interpretation and is increasingly seen as a catalyst for corporate strategy and a tool for holistic reputation management and business performance. This thesis evaluates the extent to which brand is being adopted as a mechanism to align with corporate strategy, internal culture and supporting behaviours and external delivery or organisational performance: in essence, the concept of a brand-driven organisation that deploys brand as a core capability in pursuit of competitive advantage. This evaluation takes into account defined South African perspectives and examples in a case research approach. It seeks to evaluate how the brand alignment methodology can advance current theory and be applied as a management practice. The research argues that brand extends beyond the marketing function or the end-point of organisational systems and delivery. Rather, it suggests that brand becomes integrated as one of the primary elements of corporate strategy and seeks to embrace strategic organisational intent, internal culture and external manifestation of the business vision and results. The organisational architecture model is adapted to suit this research and offer a brand alignment framework that facilitates the effective and efficient implementation and realisation of strategic intent. This links brand alignment to resource-based theory and posits that it is considered as a core capability within the firm, enabling the attainment of competitive advantage. iv This thesis concludes that brand is not confined to an aspect of marketing, but should be deployed holistically in the organisation as a core capability and opportunity for competitive advantage. The research demonstrates an emerging body of thought and advances theory and practice in this area of business, both academically and in a professional management context, offering possibilities for continued further research in this field of management. / Business Management / D.B. L.

The role of brand has evolved to take on a broader application as a post-modern management concept and has attracted increasing attention in the 21st century as a key component for the development of competitive advantage. Far removed from its origins as an identity device, branding now transcends the pure marketing interpretation and is increasingly seen as a catalyst for corporate strategy and a tool for holistic reputation management and business performance. This thesis evaluates the extent to which brand is being adopted as a mechanism to align with corporate strategy, internal culture and supporting behaviours and external delivery or organisational performance: in essence, the concept of a brand-driven organisation that deploys brand as a core capability in pursuit of competitive advantage. This evaluation takes into account defined South African perspectives and examples in a case research approach. It seeks to evaluate how the brand alignment methodology can advance current theory and be applied as a management practice. The research argues that brand extends beyond the marketing function or the end-point of organisational systems and delivery. Rather, it suggests that brand becomes integrated as one of the primary elements of corporate strategy and seeks to embrace strategic organisational intent, internal culture and external manifestation of the business vision and results. The organisational architecture model is adapted to suit this research and offer a brand alignment framework that facilitates the effective and efficient implementation and realisation of strategic intent. This links brand alignment to resource-based theory and posits that it is considered as a core capability within the firm, enabling the attainment of competitive advantage. iv This thesis concludes that brand is not confined to an aspect of marketing, but should be deployed holistically in the organisation as a core capability and opportunity for competitive advantage. The research demonstrates an emerging body of thought and advances theory and practice in this area of business, both academically and in a professional management context, offering possibilities for continued further research in this field of management. / Business Management / D.B. L.