Branch identity can be defined as a mix of properties or characteristics common to all companies inside a particular industry. For instance, organizations in the same industry share many of the same goals, core competencies, shareholders, products or services, and other characteristics, which makes them not only competitive and distinctive but comparable as well. As such, branch identity, also known as industry-wide identity or industry identity, refers to common characteristics of companies operating within a respective industry. The key question is not what the distinguishing characteristics of a company are but, rather, what the shared features are among companies in a particular branch. In addition, customers and other stakeholders share similar expectations and demands of the companies that directly compete for their attention and ...

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