ENTREPRENEURIAL BRANDING AND PERFORMANCE: A SYSTEMATIC REVIEW
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Literature search revealed that brand corporate identity is one of the intangible assets that can be
employed by an entrepreneur to carve a niche for his business in the business environment. It is a well
calculated strategy that an entrepreneur uses through intrinsic and extrinsic plan to project itself.
However, organisational performance management is a process wherein the organization manages its
operations/activities to match its corporate and functional strategies and objectives. This study
examined and chronologically reviewed extant literature in entrepreneurial branding and it can bring
performance into the operating system. This research work made use of relevant academic literature
from various disciplines ranging from entrepreneurship, marketing and business. The study carried
out a systematic review of academic journals and publication, conference papers, few textbooks and
websites. The study was restricted to English publications. Meanwhile, academic journals of various
disciplines were consulted from where the review of literature was explored for this research study. In
all, the findings of the study were that multifaceted nature of the discipline had for long been
acknowledged by specialties who engages the knowledge of expertise searched across from diverse
disciplines. This multi-sided approach may also be handily applied by social art researchers in way
enlightenment can cross fertilized other field of research. Marketing probably can make an essential
impact in this respect since it is expanding into novel areas. Gaps in literature were that the concept of
corporate identity theories above can be endorsed for meticulously expounding, improving and
inciting an in-depth knowledge about corporate identity, this could also be logical way they were
deteriorated by their nonexistence of practical backing, and recommendations were that, it is
anticipated that entrepreneurial branding for further studies occupies position in advertising and
business programs in the nearest future.
Keywords
H Social Sciences (General)