Abstract:

The increasing frequency of using models of management excellence in business practice, as well as the intensification of brand communication activities, provide evidence that there is space (knowledge gap) for scientists to contribute to management practice, developing theories that will help answer the question to what extent and in what context the introduction of the management excellence model influences the organization's branding strategies and the mechanisms of this correlation. This paper refers to an ongoing project and presents research in progress which authors are carrying out as a part of a grant. The research goal of the project is to identify the level of impact of the excellence management model introduced in the organization on the branding strategies of the organization, and to define areas of this impact (both in the external dimension - brand communication, internal branding and in the employer branding layer). Therefore, the research problem will be the answer to the question how the excellence management model introduced into the organization's activities influences the organization's branding strategies. The implementation of the project goal will therefore focus on defining the impact factors and specific criteria determining the level of impact of the implemented model of excellence on the branding strategies of the organization in its many dimensions. After a systematic review of the literature in the first period of the project, both qualitative research is planned.