Your Culture is Your Brand

Abstract

The present study combines three fields of research. A national culture is represents in terms of the impact of decision-making by the team in a non-government organization (NGO). The focus is on how work is going in the organization. The nature of the culture is provided through depth investigations. The organizational culture is something specific for any organization and also a subject of many researches and great interest in a social field. The combination of the impact of national culture and the manner of management of organizational culture can create a powerful brand. The brand and its specific features in the NGO sector is a subject of examination, which suffers from a lack of information. In this study are shown the ability to create an impressive brand, its characteristics and how the culture and its values influence it. The inductive method is used as a more convenience for the study because all of the participants are carefully selected, not in a random principle. Their opinions are converted to the facts with the support of researches in the social area. Both methods, qualitative and quantitative are selected and also complement each other. The primary and secondary data give information associated only with the topic which reveals how much the participants are familiar with the values of the organization, is there accordance between their values and those of the brand, how decisions are made and how to manage intercultural teams. The study confirms the thesis that culture influences the brand. Ultimately, it is created by the human factor in one organization. Another issue related with the brand image and its maintenance which is also an interesting and sensitive topic covered in the study.