Abstract:

 In today’s world of knowledge economy business environment is characterized with consumer-driven competition leading up to a hyper and fierce competition. All organizations are striving to position themselves differently in the market and make their brand more reputed in the minds of consumers. Consumer satisfaction and further customer loyalty (life time) play an essential role in this battle. Achievement of these two is not an easy challenge. It necessitates improvement of many factors across a broad spectrum of measures at all organizational levels which requires a comprehensive system to organize and manage information.
Theoretically organizational knowledge management deals with acquiring, storing, retrieving and sharing of organizational knowledge at all levels of an organization in order to make this knowledge widely available and applicable for organizational learning and improvement. In the mass body of management literature the context of organizational knowledge management has been considerably addressed but the significance of organizational knowledge management is not only in organizational learning and operating consequences but also equally from the marketing perspective. Organizational knowledge can be seen as a contributory device in enhancement of underlying factors in organizational Branding. Management literature lacks a systematic linkage between organizational knowledge management and organizational branding management so in the prior studies there is no obvious model to bridge this gap. Hence the main objective of this study is to develop a model illustrating the role of organizational knowledge management system executed at strategic level in enhancement of organizational branding .In this regard four factors can be considered as brand enhancement elements including; product innovation, service improvement, publicity and emotional appeal .All of the aforementioned factors require an appropriate bundle of organizational knowledge to be enhanced and then developed competitively. Therefore development of a system or model that consists of the relationship between organizational knowledge management mechanisms and brand enhancement factors aimed at maximizing consumer satisfaction and achievement of increased consumer loyalty (preferably of a life time nature) makes sense toady and would be mandatory o face the competition in the rapidly shrinking global world. A study to this effect would thus be crucial for industries and academicians and to some extent policy makers keen in empowering home grown industries into global brands.  According to this model, it is suggested that an integrated system embracing organizational knowledge management system and branding factors leads organization toward a new competitive edge. Methodology: Apart form the secondary literature review fo the factors and barriers that promote organizational knowledge management, brand enhancement and the relationship between the two and the strategies that are effectively attempted by Corporates the world over, a field study fo companies involved with either or both to review their experiences and systematize their learnings would be attempted around as sample of 6 to 8 units on an in depth case oriented basis. Focus groups of professionals and discussions with eminent professionals off the region would be a key part of the study.