Branding decides the position, reputation or image of an organisation in the market whether they want one or not. This briefing note focuses on significance of corporate branding and lessons learned therein. It states that brand development should start with the MFI identifying its competitive advantage, or the advantage that it wishes to promote given its target market’s needs and expectations. It also discusses positioning statements and corporate identity for an MFI wishing to adopt/or has adopted the market led approach and role of corporate communications and public relations.

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