Corporate branding and sustainable business in uganda: a case study for 21st-century businesses

This is a conceptual paper and its primary goal is to assess the role of corporate branding in the promotion of sustainable business in Uganda. The new challenges of doing business in the 21st century coupled with the increasing demand of various stakeholders for firms and companies to consider the social and environmental problems associated with company’s activities have made the concept of sustainable business a favored option. This study holds that corporate branding can be a prudent resource and process to arrive at a viable industry in Uganda, and it draws on key literature relating to corporate branding, sustainability and sustainable marketing. It develops a framework that explains and aligns the drivers of corporate brand and reputation. Practical implications- companies will be able to use the structure to help them utilize the corporate brand as a resource for sustainable business, including creating a competitive advantage that ensures the company’s longevity.