Original Research

Factors influencing a building-material company brand

Allin R. Dangers, Geoff A. Goldman
Journal of Transport and Supply Chain Management | Vol 5, No 1 | a22 | DOI: https://doi.org/10.4102/jtscm.v5i1.22 | © 2011 Allin R. Dangers, Geoff A. Goldman | This work is licensed under CC Attribution 4.0
Submitted: 15 November 2011 | Published: 30 November 2011

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Allin R. Dangers, Department of Business Management University of Johannesburg, South Africa
Geoff A. Goldman, Department of Business Management University of Johannesburg, South Africa

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Abstract

A brand represents the essence of the value proposition an organisation extends to the market. It is crucial that brands are nurtured with the goal of trying to establish the brand in a top-of-mind awareness position among consumers. By means of a qualitative case study employing 25 interviews which were analysed by using Grounded Theory coding techniques, the most pertinent factors influencing the Corobrik brand were identified. The greatest challenge facing Corobrik is the growing residential sector. The study highlights how Corobrik has grappled and come to terms with the changing nature of its market, and how it has combined all functional areas, from production to distribution, marketing and finance, in promoting its brand.

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