Brand and Corporate Evaluation for Scale up Business

Abstract

Abstract

            Brand and corporate evaluation is playing an important role in creating a continuous and sustainable growth in business. It helps manager aware of the current firm capability that leads to business development and scaling up in a sustainable basis. It is especially important for the start-ups and small and medium enterprises (SMEs) who are forced to strengthen themselves to create a sustainable growth in the market. This article intends to review and organize knowledge from past literature relating to brand creation and evaluation, organization growth and development, entrepreneurship, and the key success factors of organizations such as corporate culture. Based on the past literature, this paper proposed a model to evaluate brand and corporate, as well as the process and key factors that lead to business growth which can be adapted to both small and large firms. This will help Thai businesses to advance their competitiveness and sustainably grow in the market.